Naming / Brand claim
Online courses platform
D.O.P: Santiago Gómez
Photography: David Zarzoso
Art Direction: Africa Pitarch
Retouch: Rubén Chase
Braindex is a brand created for an online platform for stock market and financial education. A learning platform for professionals in the financial sector, as well as for individual investors, students and people interested in delving deeper into the world of finance. Braindex's intention is to spread out the financial culture and to democratise its understanding.
Instituto BME (Bolsas y Mercados Españoles) contacted our studio to create their e-learning platform brand. From the outset, we highlighted the need to create a brand detached from the institutional image of BME. In that way, we achieve a visual narrative that would reach all the platform's target audiences. We worked on the project through an initial research phase and then worked on the naming, strategic branding, creative direction and design of the e-learning platform.
Regarding the visual identity system logo, we sought a sober and timeless typographic mark to which we added a small graphic touch between the letters "i" and "n" so the space between them builds an arrow shape.
We played with building a letter "B" for the isotype, with different semicircular shapes, which symbolise a union of brain hemispheres: a union of talents.
The naming consists of two key concepts: -"Brain" which alludes to intelligence and talent. -"Index" which alludes to the financial and stock market. These key concepts joined as "Braindex" also represent financial talent.