Kronstadt AM

The circle way

Research / Brand strategy / Guidline / Distribution strategy / Visual identity / Photography / Corporate websites / Art direction / Webflow development

November, 2022

In 2020 we were approached by a founder of uprising hedge fund to help him develop branding. The client's main request was to create a trusted image for the fund with deep expertise. As the company's objective was not only to increase the number of potential investors but also to expand its geographic reach, we decided to develop a comprehensive branding with a strong semantic and analytical component, because the image in this case is not only a visual representation but also a filigree work with the inner meaning that lives inside the fund itself.

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Brand strategy

Our analytical journey began with an overview of the territory in which the business operates: we carefully studied the market, competitors, global best practices and key trends, which in large strokes illuminated for us the possible options for brand development.

Despite the general closed nature of the field, we managed to conduct several interviews with an audience of investors and partners.

Synthesis of the information obtained led to the division of the audience into 3 main target groups, with division into subgroups, for which a communication system with a single common message, but different tonalities had to be developed.

In addition to the internal ideological component, the focus in building the brand platform was on brand attributes that flowed confidently into communications in such a precise and 'cold' sphere.

Distribution concept

The key feature of this sphere is private communications, i.e. the impossibility of direct advertisement. Therefore, we have developed possible alternatives for promotion through expertise and possible partnership options.

Visual identity

As part of our visual research, we looked at what the leading players in the hedge fund services market look like to build a visual strategy based on differentiation from the competition.

We had the ambitious task of combining many images into one concise design. We chose the main visual messages we wanted to represent in the iconic design. Ideas for inspiration: Growth charts and diagrams as the main image of data visualisation Circular motion, expressed in the style of the Munich Olympics, as an expression of constant motion Fort Alexander 1 as part of Kronstadt Cetadel construction as an image of protection Our logo tried to accommodate as many meanings as possible while remaining as simple as possible so that its form and definitions are always recognisable during use. The sign is the undisputed dominant feature of the composition, separating the typographic base, which has a constructive effect on the development of the entire identity system.

The shape sign has a circular design, looping itself into a citadel shape with the continuous movement of assets. The free internal space prevents sticking together in small formats and allows the overall appearance of the sign to be retained in as many uses as possible.
We have given the typeface a rigorous and technological feel to support the symbolic framework better.

The visual concept was based on a secret service aesthetic. A flexible, yet sustainable system was developed, with the possibility of dynamic of basic constants and a new reading of traditional images, which were expressed in a system of photostyling, layout and in-attribute elements that complemented the overall mood.
The visual concept was based on a secret service aesthetic. A flexible, yet sustainable system was developed, with the possibility of dynamic of basic constants and a new reading of traditional images, which were expressed in a system of photostyling, layout and in-attribute elements that complemented the overall mood.

WeB Design

We started with a photographic style, inspired by analytical reports and specific photography for similar structures to represent brand heroes. We transferred the general aesthetics to animations as well, which are intended to explain in simple visual language the complex processes that take place in the company.
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To add extra uniqueness, we combined two approaches in the visual design of web spaces by combining column and collage grids, creating a unique user experience.

Using the features of the chosen approach in visual design, we were able to intelligently adapt the site to different formats. The principle of modular editing contributed to the harmonious restructuring of layers, for better brand representation on all types of devices.

"Despite the global changes that seem to be turning the world around, I still come back to the main theses of the research, find them fair even for today's unstable situations, and successfully apply them in my work with clients and partners"

- Maxim Protsenko, owner of Krondstadt Asset Managemet, at one of the Zoom conferences, September 2022.