Strategy sessions often spark unconventional ideas, and one early concept stood out: a dragon as a symbol of strength, protection, and wealth. While the idea was initially set aside, it resurfaced unexpectedly when the client asked, “What if we do a dragon?” From that moment, the creative direction shifted. The new challenge became blending the fierce, iconic imagery of a dragon—à la Smaug—with the trust, stability, and family values expected of a hedge fund.
The goal from the start was to explore broadly, which I did through a wide range of concept sketches exploring how a dragon could visually represent a hedge fund rooted in family values. The client’s philosophy—treating investor capital as if it were their own—guided the creative exploration. That emphasis on protection and legacy led me to reference family crests, heraldic standards, and shields. There were plenty of rich visual ingredients to work with, all grounded in the collaborative research and strategic conversations we had with the client.
The final brand stood out in a crowded investment landscape while staying true to the client’s original mission. Combined with a refined web experience featuring modern interaction design, the outcome was both visually striking and strategically aligned — leaving the client quite happy.
I led the research phase, uncovering core brand attributes, the company’s origin story, and client goals to shape a clear and authentic branding direction. This foundation informed the development of a distinctive logo, created through iterative sketching, typographic exploration, and color refinement.
During the UX phase, I defined key UI system requirements that extended beyond the initial scope of the website. I designed and prototyped a flexible, modular UI system for both desktop and mobile, ensuring smooth integration with the CMS for the engineering team. Additionally, I was responsible for all visual assets, as well as the interaction and motion design that brought the website experience to life.
