Tradewind Data Science Brand Strategy & Brand Refresh
Straight from the source
Tradewind Data Science, a Chicago based company providing data engineering, data science, and analytics solutions, wanted to evolve their brand to better reflect who they are with confidence. Their existing brand didn't fully capture their expertise or resonate with their target audience. This lack of clear branding was hindering their ability to attract new clients.
Anchor partnered with Tradewind to develop a comprehensive brand that would refine the brand positioning, brand story, and identity.
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.
This lead us to the solution, The Navigator. The Navigator is the guide through a maze of shifting currents and changing winds. He’s not the captain of the ship, soaking up all the attention and standing proudly behind the wheel, but that doesn’t mean that he’s any less important.
Together reaching new depths
Our journey in crafting Tradewind's visual identity was akin to charting a course through uncharted waters. Inspired by Tradewind's brand positioning as a skilled navigator and their ethos, we set out to capture their unwavering commitment to guiding businesses through the challenges of leveraging data insights. Drawing from the parallels between sailing and data navigation, we incorporated elements from both worlds into their visual identity system.
The logo, a sleek representation of a sailboat's sail, symbolises Tradewind's expertise in navigating the intricate seas of business using data-driven strategies. Each aspect of the design reflects their business acumen, translating complex data into actionable insights and steering clients towards success with confidence.
Honoring the past, inspiring the future
A 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.
Drawing on the spirit of navigation, we crafted the vessel, the heart of Tradewind's brand system. This concept holds dual significance. Just as a vessel guides a sailor across the seas, Tradewind guides businesses through the data landscape. A vessel also acts as a container–this dual function elegantly connects Tradewind's legacy with their new visual identity.
The brand's visual device, a rectangular container derived from a simplification of shapes of two unique vessel; Scow and Clipper is designed to structure and convey all forms of information. It cleverly encapsulates the essence of how Tradewind Data Science transforms raw data into meaningful insights for their clients. This innovative approach ensures that data is seamlessly communicated across various platforms, from interactive screens during meetings to detailed PDF documents shared via emails to team members. By utilizing this container concept. Tradewind Data Science articulates data points with unparalleled clarity and structure. This strategy not only enhances understanding but also facilitates practical application, empowering clients to leverage data solutions with ease and confidence.
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 system
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,
The new brand identity, centered around the concept of The Navigator, not only reflects their expertise in data engineering, data science, and analytics but also resonates with their target audience. This clear and differentiated brand positioning has translated into increased brand awareness and a growing client base.
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.
Kristin, a key decision-maker at Tradewind Data Science, says:
"Anchor helped us tell our story and articulate our data engineering, data science, and analytics capabilities in a way that resonates with different types of businesses. They also helped us gain internal alignment, allowing us to show up unified externally."