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ChaiNext is a Chinese technology startup made up of of top experts and engineers from the financial industry. ChaiNext is a global leading index and investment research tool provider, and is committed to building the MSCI of blockchain and token market. They looked for a Nordic design angle for their brand and website, and most importantly were looking for a partner to help their brand launch strategy globally.
Finance & Technology
Brand & Website
A couple of Bitcoins
ChaiNext was in dire need of consultancy over how to tell their story. Likewise, instead of being just another technology startup, they needed to establish themselves as a force to be reckoned with. In addition, they needed a clear and simple website that would communicate the brand message, inform their audience about their services and finally convert them into paying customers.
Firstly we interviewed the client about their ideas of the brand and the build of the website. After that, through benchmarking and asking questions to inform our design process, we realised that there was a lot of work to be done in terms of translating their vision – stemming from Chinese culture – to the whole globe.
The brand identity was hard, because it had to serve many purposes. It should be attractive to a wide audience, both in China and globally. We knew that we should focus on the brand launch strategy for a global audience, since that is where they could attract many of their customers. It was important to help our client stand out, but still be relevant in their industry. In short, this was a matter of combining technology startup conventions with something completely new and unique.
We wanted to create something easy to use and above all easy to understand. The website should work as an expanded business card that gives you all the important information as fast as possible. However, it should also show a glimpse of one of their main products: real time token index. Most importantly, was lending the voice from the brand and showing a high level of expertise in an approachable and relatable manner.
Before building the website we started by deciding their brand story, vision and values. Firstly, we talked with the client and learned about their most important target audience, and who they wanted to push their services and message to. This lead to an search on what it should represent.
We combined their team’s way of working with our strengths, and taught them how they should maintain a smart and consistent brand from values to customer steps. After that, we created wireframes therefore establishing the information structure and feature list for the website. At a later stage, we applied their new brand onto the website layouts.
The key view we got from the project was about communicating expertise in an approachable way. We envisioned ChaiNext as a person: what would they be like? How would they talk? What kind of a person would be both loved and likewise respected? After that, we came up with the idea of a mentor: someone who is respected for their experience and achievements, and similarly loved for their kind heart and educational approach. This kind of a mentor-apprentice relationship was also something our client could relate to.
It was important to our client that their logo represented technology, links and a prosperous future. We borrowed symbolism from Chinese culture, like the yin yang and a spiral nebula. We used shades of blue to explain technology and in addition showed organic shapes for balance between technology and humanity. This was important to our brand launch strategy.
Everything was compiled into a comprehensive brand book showing the whole brand narrative, visuals and mockups for social media and mail.