Creative Director. Initiated brand overhaul, starting with audit of all public-facing tactics. Then, a broad strategy review to set goals for company repositioning amongst its peers. Next step, a formal design study starting with logotype and working out from there. The green “Tie Mark” draws on a key graphic element in finance—the green candle—while also echoing the idea of two vertical elements intersecting, implying a literal “tie”, in this case “tying” together all sources of data for efficient crypto research.