Tradewind
Role
Art Director
Category
Identity, Art Direction
Year
2024
Description
Straight from the source
To crack the code of Tradewind's rebrand, we started by going straight to the source: their internal teams. Through in-depth interviews, we gained valuable insights into Tradewind's value proposition. This insider perspective allowed us to define a clear and differentiated brand position tailored to their two key customer groups, all while highlighting Tradewind's inherently unique selling propositions.
By working closely with Tradewind's employees, we were able to help them articulate their unique story and expertise in a way that resonates with businesses seeking data-driven solutions.
Together reaching new depths
Inspired by the strategic maneuvering of a sailboat, Tradewind was born in 2018 from a vision: to harness the power of data and guide businesses through the complexities they face. Armed with this strong heritage and brand’s clarified brand strategy. We got to work.
Through workshops and collaborative sessions, Anchor facilitated internal discussions to ensure all stakeholders at Tradewind were aligned with the new brands direction from the start. Working hand-in-hand with our clients, we were able to understanding their past, present, and foresee the feature allowing us to craft their new identity.
Crafting Tradewind's visual identity was like navigating uncharted waters. Inspired by their brand as skilled navigators, we aimed to capture their commitment to guiding businesses through data challenges.
By drawing parallels between sailing and data navigation, we incorporated elements from both worlds into their visual identity. The logo, representing a sailboat's sail, symbolizes Tradewind's expertise in navigating business complexities with data-driven strategies. Every design element reflects their ability to turn complex data into actionable insights, steering clients towards success with confidence
Honoring the past, inspiring the future
This subtle nod to their past is further emphasized by the use of negative space, creating a sophisticated symbol that embodies their ability to seamlessly integrate disparate data points into a unified whole.
The brand's visual device, a rectangular container inspired by Scow and Clipper vessels, organizes and presents all forms of information.
This design captures how Tradewind Data Science transforms raw data into meaningful insights, ensuring seamless communication across platforms—from interactive screens in meetings to detailed PDF documents. By using this container concept, Tradewind Data Science presents data with clarity and structure, enhancing understanding and empowering clients to confidently apply data solutions.
Curated with purpose and care
To create a new brand that reflected Tradewind's growth and expertise, we curated three key elements with care:
Color: The founders of Tradewind are known for their calm and collected approach to problem-solving. To evoke their easygoing yet confident demeanors, we used greens and blues also symbolic of the ocean.
Typography: We selected the Roobert font family for its clean lines, strong legibility, and professional feel. This typeface reinforces the sense of trust and expertise that Tradewind brings every client.
Brand Pattern: We created our unique pattern to look like waves caused by continental Tradewinds in homage to the brands origins. Tradewinds are particularly important in maritime navigation, as they have historically been used by sailors to facilitate trade routes across oceans. Their predictability and reliability made them valuable for early sailing vessels, allowing ships to travel more efficiently between continents.
Grid & Structure
The 1:1 base grid system we developed for Tradewind's visual identity reflects the brand's emphasis on structure, consistency, and flexibility in managing data. This system provides a solid foundation to build every aspect of the visual identity, offering reliability, ease of use, and creation.
It ensures consistent spacing across diverse applications and accommodates different formats seamlessly. These attributes contribute to maintaining a simple yet structured consistency throughout the visual identity system, making data easily accessible and understandable for users.
Building Trust Through From Start to Finish
Tradewind's visual identity isn't merely an aesthetic choice; it's a strategic visual system that reinforces their brand message and builds trust with potential clients.
The navigation themed influences and consistent sail motif throughout the visual identity serves as a constant reminder of their core service: navigating businesses through the complexities of data. This metaphor, coupled with the limited color palette of blues,
whites, and cream, creates a clean and professional atmosphere, reflecting their focus on data analysis and strategy. By seamlessly integrating these design elements, Tradewind's strategically driven identity effectively communicates their expertise and inspires confidence in their ability to navigate businesses through the ever-changing data landscape.
