TradingKey
Overview
TradingKey is an AI agent-powered, big data-driven investment analysis platform, specialising in US stocks, forex, commodities, and cryptocurrencies. Built as a one-stop financial markets platform, its core purpose is to help investors and traders make smarter and more informed decisions by giving them the right tools and insights to navigate markets with confidence.
When I joined at the start of 2025, the brand had its bones in place. The logos and colours were set. The website had a locked visual identity and a defined type system. However, what wasn't built was everything else.
My Role
I took these foundational decisions and turn them into a living and proper front facing brand – consistently across socials, campaigns, and one that a team could actually use without falling apart.
I focused on three core areas:
Brand Identity Snapshot
The brand system I worked within
As the logos and colours were established, my job was to codify, extend, and govern the system so it could adapt and scale.
View full brand guidelines here: [link]
Please drop me an email the contact form for the password!
The Work – Social Media, Creatives & Campaign
In this section, I built a scalable template and governance system for social content, designed to flex across formats and campaigns while staying in brand.
Click below to go to the respective projects for TradingKey:
Reflections
Joining a brand with foundations laid has taught me that constraints are a gift. Without the freedom to start from scratch, I get to be precise on the systems, decisions and what the brand actually need versus what looked good.
This was my first time working closely with a Chinese designer (based in Shen Zhen). In this creative collaboration, due to our background, we didn't always see eye-to-eye. Our instincts pulled in different directions, and what felt "right" to each of us was shaped by design cultures we have grown up in separately.
What actually got us through wasn't compromising for the sake of moving forward, but curiosity. We asked each other why and what did we see differently. We let go of the idea that one direction was correct and the other wasn't. I would say, the middle ground we found wasn't a watered-down version of two separate visions; it was something neither of us would have arrived alone.
This project reminded me that a brand system is only as strong as the people who build it and continue using and improving it. The guidelines, the templates and the governance, those are all outputs. The real work was learning how to make decisions with someone who thinks differently than you, and coming out with something you're both proud of.
There's still more to improvise, build, and scale here – and I would want to build it the same way.