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Comprehensive branding project for one of the leading options course in the US

SJ Options - is American options course for risk-averse, sophisticated option traders worldwide.  

Objectives

Make a comprehensive rebranding of the company – looking for a new, unique and positive image. Develop a new website with easy to understand structure and quick access to information.

Solution

While designing the logo we made the unusual decision to use a vertical composition. Large, condensed letters gave the logo a very confident look.

Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US

Logo

The final version of the logo was quickly approved, the client noted that it reflects the company's values and is significantly different from the marks used by the major competitors.

Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US

Color  Scheme

We selected optimistic orange and dark gray as the two main colors. The strong contrast and tension they have, created an internal energy and a general perception of a more dynamic mark.

Comprehensive branding project for one of the leading options course in the US

Typogrpahy

As the primary corporate font we’ve chosen the Tungsten family, its condensed letterforms complimenting the logo very well.

Comprehensive branding project for one of the leading options course in the US

Photo Style

After studying the SJ Options main target group we identified largely consisted of men aged 45-60. Therefore, we decided to use a retro style of photography as an independent tool of expression, which became a hallmark of the brand.

Comprehensive branding project for one of the leading options course in the US

Logo Animation

Since SJ Options produces many instructional videos, they need a motion graphic concept for the intro which would be featured in the beginning of each video and differentiate them from the peers. We proposed to do an animation of the logo - transforming it into an SOS call.

Comprehensive branding project for one of the leading options course in the US

Corporate Identity

The business card design, letterheads and envelopes was the first step towards developing a coherent series of visual communications.

Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US

Visual Communication

Design of posters and promotional material was also created in the previously developed retro style.

Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US

Logo Usage

To illustrate the flexibility and efficiency of the logotype, as well as explore new ways to use it in promotional materials, we created a series of studies, showing the possibilities for applications across a wide range of media.

Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US

Website Development Documentation

As the company had a lot of materials about its methodology and a large archive, they wanted to have a specially designed comfortable way to manage the website.  We were tasked with the creation of a turnkey solution that meets all the goals of the SJ Options Company.We developed a new content management system (CMS), as well as comprehensive kit of supporting documentation

Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US

Website

Despite the huge amount of information and multi-level navigation system, we were able to organize the site in a user-friendly format.

Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US
Comprehensive branding project for one of the leading options course in the US

Rebranding Results

Despite the short-term loss of leader positions in the Google search engine result page, after the launch of the new website, SJ Options returned in the top five results by major search queries and the amount of visitors on the website quadrupled.Users now feel confident in SJ Options and make direct purchases of the courses without managers’ involvement, something that hasn’t happened before rebranding.