Quor

Quor, previously known as Brady Technologies, has been a dominant force in the CTRM sector, especially in metals, for over three decades. With a rich legacy marked by flagship products like Trinity and Fintrade, they’ve been unparalleled in their expertise. However, recent shifts and the need to rebrand from Brady Commodities, led them to approach Fellow. Our objective was to create a new name and brand identity that was fresh, innovative, and trustworthy, encapsulating their extensive expertise and experience, while simultaneously leaving behind any outdated perceptions.

The project’s initial phase involved a meticulous audit of the industry and its competitors, aiming to pinpoint strategic opportunities that resonated with Quor’s unique strengths and offerings. This deep dive not only unveiled potential avenues for brand positioning but also provided a clearer understanding of Quor’s value proposition. By leveraging customer survey data and engaging in insightful interviews, we were able to discern the core values and concerns of Quor’s clientele. This methodical approach culminated in the creation of a comprehensive profile of their target audience.

Our strategic framework for Quor accentuated their people-driven expertise and advisory methodology, culminating in the brand positioning as ‘the epicentre of trade’. This positioning underscores their software’s central role in driving customer achievements.

The naming process was meticulous, encapsulating the essence of our strategy while ensuring viability and trademark considerations. Complimented by a visual identity inspired by several facets: recognising the unsung heroes behind trading, capturing the unique textures associated with mineral origins, and presenting tradable natural products in a groundbreaking manner. This fresh approach aimed to be progressive and disruptive in an industry hesitant to change.

Ensuring the identity’s scalability was paramount, considering Quor’s historic industry dominance. To set Quor apart, we embraced a colour palette radiating trust and expertise, infused with digital vibrancy. We also proposed a unique brand imagery using CGI, heralding a new visual narrative for the industry.

The unveiling of our CGI brand imagery heralded a revolutionary approach, crafting never-before-seen visuals that seamlessly blended tangible commodities with abstract trade lifecycle concepts. This fresh visual narrative was complemented by a tailored photography style, ensuring harmony with the brand’s color palette. A pivotal addition to our design methodology was ‘The epicentre grid’, a unique grid system shaping our visual layouts, with all design elements emanating from a central focal point. Our custom logotype, designed in an upper-case sans-serif style, radiates a timeless elegance, with distinctive rounded edges in the Q, O, and R letters adding a touch of sophistication. Anchoring this visual identity is the brand typeface, Aeonik, a ‘neo-grotesque’ design that exudes unwavering professional confidence.

The brand rollout for Quor was nothing short of expansive, reflecting our commitment to delivering a holistic brand experience. We meticulously crafted a brand strategy and system, encompassing elements like messaging, tone, photography, iconography, colour palettes, type hierarchy, logo design, and layout guidelines for both digital and print mediums. A robust brand guideline document was developed, enriched with practical application examples. Our innovative approach shone through with the creation of six animated CGI brand images. Furthermore, we pioneered the design and execution of their bilingual corporate website, overseeing content, user experience, and UI design. The brand’s essence was seamlessly integrated across diverse collaterals, from presentation templates and business cards to event stands, social media templates, and motion graphics, underscoring our comprehensive approach.