SHARD FUND

BRAND IDENTITY

THE TASK
The founders of Shard Fund, an investment fund with a very particular approach to
investing, contacted Kickflip with the task to creat a complete visual system for the
launch of their brand. From brand symbol and business cards to responsive website
and adaptive representation of the product portfolio, the whole brand experience
needed to be crafted in a way that expresses the values and mission of the fund.
Transparent. Elegant. Responsible. Eminent. With this in mind, the first phase
was started - discovering the brand framework.

PROCESS
Finding the exquisite and accurate way to visually present Shard Fund began at
understanding its values. To inspire. To motivate. To overcome. During many
conversations with the founders, their brand manifesto and visual story were defined.
Acuity of vision combined with keen perception of markets make up for Shard Funds
unique approach. The fund was started by four talented traders, who are especially
inquisitive when it comes down to reading the financial markets. They are brave,
brisk, and empowered. The development of the identity system had to be aligned with
the analytical strategic thinking, the transparency, the impeccable attention to detail,
and the uncanny passion for creative and unordinary problem solving.
The initial part of the process consisted of mind mapping and mood boards to
sketching. When there were enough graphic variations, the ones that felt right were
digitised. A choice of many became three concepts, which in turn was finalized to
one visual language. Close collaboration with the founders was key in achieving the
desired result.

THE LOGO
The stock market and glass shard were the guiding elements.
The S-shaped graph would imply a rising return on investment
but it was within the shard, where the right ingredients to make
it rise high laid. A minimalistic design, with an authoritative
subtle message, the monogram of the brand was simple and
steadfast - the only way is up.
The brand essence was further communicated through the
business cards. Gold foil block in combination with high-end
Fedrigoni paper, a physical manifestation of the affluence and
quality. A black front and a white back gave the final touch of
solidity and trustworthiness through a never-ending capacity for
flexibility.

PRODUCT PORTFOLIO
VISUALIZATION
Taking brave but not reckless risks day in and day out, is Shard
Funds DNA. Maverick and Cortez are the two main products
where this DNA unfolds itself. Maverick is one of the biggest,
most popular and flawless waves known to man. It is the realm
where well-researched and tested blue chip companies exist.
Cortez, on the other hand, is one of the most unique and hard to
find surfing spots in the world. It is aggressive, risky and yet the
satisfaction it could bring is unmatched.
These two varying natures of the same shard needed to be
adapted with the original logo in mind. Taking in the different
experiences Cortez and Maverick could exude, the varying
effect was visualized vividly. A steep incline or a steady rise, the
particular form of the S is ultimately a matter of choice. But it is
one bound to the shard.

WEBSITE
EXPERIENCE
How to exude all this digitally though? The website had to be

The biggest challenge was to design all this in an interactive and

an online business card that reflects the essence of simplicity,

dynamic manner, yet still responsive and optimized for every

elegance, steadfastness and ability to evolve. Famous quotes

browser and device. What was achieved is a browsing experience

paired with large, beautiful imagery from all corners of the

that is an interactive journey, created by utilizing smooth and

world, helped communicate the brands values. The effect was

logical transitions between the two main sections. The online

multiplied with a portfolio of quotes and images that change at

experience is crafted as a metaphor for investment flow that

every preloading. The journey of discovery for each visit of the

is expressed as a constant state of flux, just like the sea. Each

website is different every time, provoking the visitor to dare to

website page reflects the content in authentic moods that flow

dream bigger.

naturally within each other. The Sea. The Desert. The City. The
Art. All artefacts of life that decide what meaning
or power to give.

BRAND
GUIDELINES
In order for the quality of deliverables to remain consistent
when being used by Shard Funds in-house design team, a
detailed brandbook was created. This document outlines the
principles that must be applied when working with the delivered
brand assets such as logo usage, structure, white space and grid
system for the dynamic symbol.

THANK YOU FOR

THE ATTENTION.

www.kickflipx.com
hi@kickflipx.com

Victor Hugo 3, ap. 4b,

1124, Sofia, Bulgaria