Principal
Brenna Hardman
Location
San Diego, US
Year
2023
Category
Professional Services
Service(s)
(DAY) Design Day
Bespoke
RFI, RFP, Pitch Deck
Summary
As cryptocurrencies unsettle traditional banking structures, the financial sector is undergoing a transformation. This scenario promises an exhilarating future for cryptocurrencies in 2023. Brenna Hardman's firm, Buy Side Design, offers custom marketing campaigns to a diverse set of financial industry clients, including cryptocurrency businesses, hedge funds, and high-frequency trading (HFT) firms.
Ch. 1
Brand
Positioning
In the financial marketing industry, Buy Side targets a wide array of clients. These range from cryptocurrency businesses and HFT firms to asset management companies and traditional banks. The winning combination in this competitive and fast-evolving industry includes expertise in marketing, design, strategy, and a profound understanding of the financial sector. Buy Side shines by merging deep sectoral knowledge with compelling, compliant marketing content. The brand's unique feature is its creative yet data-driven strategies that cater to the dynamic needs of its clients.
Purpose
The firm's raison d'être is to equip financial institutions with impactful marketing strategies and design, curating their unique stories to stimulate engagement and foster growth.
Audience
Our audience comprises established institutional funds, ambitious start-ups, and CEOs of large financial firms seeking to amplify their message through refined, strategic, and data-driven marketing and branding tools.
Tone
The firm adopts a tone of sophistication, demonstrating professionalism that mirrors its clientele. It champions clarity and brevity, packing in analytical depth to demystify complex finance jargon.
Personality
The brand communicates in a sophisticated, professional tone that reflects the intelligence and ambition of its clients. It prioritizes clarity, conciseness, and analytical depth to simplify complex concepts and enable informed decision-making.
Ch. 2
Visual
Identity
The challenge of the project was the lack of photography, complicated by the geographical distance between Brenna in California and Stephanny in Rio de Janeiro. Through AI-generated assets, we addressed this limitation innovatively. Buy Side's visual identity seeks to avoid common stereotypes of fintech, asset management, and creative agencies. Drawing inspiration from modernist principles, we crafted a simple, yet thoughtful logo to reflect the brand's core values. Buy Side's visual identity pairs simplicity and sophistication, reflecting its focus on delivering data-driven marketing solutions.
Ch. 3
Digital
Experience
Ensuring clarity and ease of access for the team on Buy Side's website was paramount. We used various elements such as column structure, font sizes, and colours to create hierarchy, adding a soothing grey background for comfort. The Insights section, the most important page on the website, showcases Buy Side's in-depth knowledge of global derivatives trading, making it a significant component that attracts leads. To enhance performance and search engine ranking, we built the website on WordPress using the Semplice theme.
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"You and your team were the first I thought of because the quality of your work is so high. I admire your ability to push back, keep a client focused on the end goal, and your ability to take what the client has in mind and bring it to reality."
— Brenna Hardman, Founder & CEO
Next Week Club
Business, Brand and Behaviour