Smartbroker+ Branding

We want to revolutionize the finance world.

Agency

Deloitte Digital

Launch

2023

Role

Design Lead

Intro

For more than 20 years, wallstreet:online AG has been an established name. In 1998, a financial portal with the same name was founded, which is the largest of its kind in the German speaking world today. 

Over the years, media brands were added to the portfolio and launched Smartbroker+, a neo-broker, starting the transformation of the organization

Offering a broad range of services in the financial sector, wallstreet:online AG, now known as Smartbroker AG, is on its way to becoming the leading independent financial platform, with the new Smartbroker+ as its core product.

The new chapter.

In 2021 Deloitte Digital was picked to help redefine and redesign WSO brand strategy and visual identity, matching the future brand with its goals and aspirations.

It all started with strategic conversations to match the vision with an action plan. From there our brand strategy workshop enabled us to form a powerful brand narrative and tone of voice to inform and guide our visual identity ideas.

Connecting this strategy with our creative process sparked a conceptual explosion. We moved dynamically with the client through the process; moodboarding and brainstorming; integrating feedback and gaining approval to generate a holistic, consistent, brand system.

In the end, we created a revolution.

Let’s do this.

Like lighters at a concert, each pixel in this system represents the movement expanding until it takes over... completely. We push this movement forward and dare to be the drivers of change.

Once we start, we can't be stopped.
We demand better. Easier. Fairer.

The Pixel

Joining together to drive the movement, the pixel celebrates our individual actions that create this change.

The Grunge

Illustrates and emphases our financial rebellion. Beginning from a single pixel, it grows in number until it takes over entirely.

The Line

Compared to our grunge, the line symbolises trust, performance and leadership through its smooth and confident movement.

The Design System

The line, pixel and grid are evolving core elements that influence the entire design system - from the typography to the iconography.

Typography

Photography

Colour Palette

Iconography

Strategy

Vincent Kyas, Head of Brand Development
Dominik Minte, Co-Strategy Lead
Matthias Hoeckh, Co-Strategy Lead

Creative

India Armstrong, Design Lead
Andrew Weber, Senior Designer
Natalia Demska, Designer