AlphaPoint Branding:
Creative Direction

While my primary function at AlphaPoint was digital product design, I was generally leading design, so I also took ownership of AlphaPoint’s brand language as a side project.  Prior to my start date, the foundation of AlphaPoint’s brand was their logo and the colors red and black. Aside from that, the collateral and web presence was a total mess of different styles.  People were generally unhappy with the situation, so I took the opportunity to rally everyone to a simple modernist approach. I did a lot of the design, but I also art directed some outside vendors designing the website and some of the collateral. I needed the help as I was wearing many hats within the startup environment.

Role : Creative Director – AlphaPoint
1
Vision Board Sample

I would like to start this case study by showing some art direction samples I sent to an outside design/development firm that made AlphaPoint.com. I think these mockups embody the feeling we were trying to go for when building up the brand language.

Part 1:

Basic Collateral

As the principal designer at AlphaPoint, I got to help out with the brand and identity for various touchpoints. Many designers specializing in digital experiences feel that working on identity/marketing projects can be superficial. For me, having the opportunity to elevate AlphaPoint’s brand language was a major highlight of the job. It was the first time I got to really apply Swiss sensibilities to a company’s identity.

2
Creative Brief for Vendors

I didn’t have a lot of time to work on every piece of marketing collateral so I had to provide direction to external consultants. One of the first things I did at AlphaPoint was to produce a creative brief/brand guidelines document to communicate what we were looking for in our collateral.

3
Presentation Deck

As a company selling software solutions, AlphaPoint needed to pitch it’s products to both new customers as well as on the conference circuit. So, slide decks were super essential.

4
Business Card

Basic business card for AlphaPoint. It took me almost a year and a half to get this updated.

5
Product Sheets: OTC Crypto Trading

Product sheets were used to promote our products as conference handouts or as web downloads. As with the presentation deck, I updated the style of the product sheets to fit with the new AlphaPoint website.

6
Product Sheet: Launching an Exchange

Product sheets were used to promote our products as conference handouts or as web downloads. As with the presentation deck, I updated the style of the product sheets to fit with the new AlphaPoint website.

7
Conference Booth

Conference booth designs were usually designed the night before the due date for production. I would be up at 10:30 pm handling the last minute request. So, while the designs were professional, they were quick, dirty and basic.

Part 2:

Website

The AlphaPoint corporate website was finally put into production Fall/Winter 2018 and launched January 2019. We worked with an agency called Electric Pulp for design and build. I served as an art director advising the project along with the AlphaPoint marketing team.

While I did not design the website, it synthesized all of the various collateral I had worked on up until that point. It’s not perfect, but it was a big improvement over the previous website.

8
Landing Page

The website was built utilizing a custom wordpress framework. It was built with all responsive considerations.

9
Internal Pages

The various pages followed a familiar structure with a limited number of basic building blocks.