In an investment environment packed with emotion, unprecedented volatility and uncertainty, ETFs have emerged as a safe haven; an investment attractive for its ability to diversify a portfolio and achieve long-term holding potential.

As a data-driven ETF resource, Trackinsight was in a unique position to facilitate the peace and calm that investors desire while making decisions. Our brand idea therefore centred on the experience Trackinsight promise their audience: an oasis of analysis, where they can ‘focus’ and ‘cut through’ the noise of the 6,000+ ETFs listed worldwide to find the one that is right for them. In an investing landscape that feels increasingly charged and opinionated, the new brand was a welcome respite to help users see more clearly.

The customised logotype contains two semi-circular lenses (modified ‘tittles’ of both ‘i’s) inspired by spectacles and reading glasses: items which help us to see better. These formed part of a design system where grainy, ‘noisy’ gradients were cut-through with razor-sharp graphic elements, which we later extruded into 3D glass ‘lenses’ too.

Trackinsight partner with the Financial Times, and are expanding in the US. As a result, Founders Grotesk was chosen as a display typeface due to its strong editorial vibe, and American feel. Inter was selected for its varied UI capabilities and large glyph set, and used across the product itself—which had icons designed from two lenses for each of the platform's users: Personal Investors, Financial Investors and Institutional Investors.

The tone of Trackinsight’s messaging complements its typographic vessels and is editorial, approachable and strong. Just as the brand’s gradients simultaneously represent the antagonist (noise) and the proposition (an oasis), the messaging across audiences was as much about removing negatives as it was proposing positives. 

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Brand New: Under Consideration
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A new brand identity and design system ushering in an oasis of calm to the noisy world of ETF investments

Brand Strategy, Verbal & Visual Identity for Trackinsight

Repositioning and relaunching Trackinsight—an exchange-traded fund (ETF) analysis platform which provides ratings and comparison tools on ETFs in the US, Europe and Asia.

An oasis of calm in the noisy world of ETF investments

Trackinsight

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We're a creative, branding and digital design agency based in London & Lisbon & LA. We create brands and websites for forward-thinking companies.

How&How | Digital Branding Design Agency in London, Lisbon & LA

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Animated Illustration Kit

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We really enjoyed working with How&How on our messaging, positioning and rebrand. Cat, Rog and their team are smart, switched-on and went above and beyond to make sure we were happy and satisfied with every part of the process. We’re immensely proud of our beautiful new brand that we feel now really represents who we are, and the ambitions we have for ourselves. Merci!

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