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Financial Data Platform

Branding, Web Design
The task was to create a logo, visual identity, and website for a company providing historical financial data to a diverse audience of academics, corporate professionals, government agencies, and financial institutions. The company needed a visual identity that projected credibility as a leader in historical data while maintaining a tech-forward, contemporary feel. The solution was to blend tradition with modernity, ensuring the brand speaks to both its historical expertise and tech-driven future.
Agency
@SPINX Digital
What I Did
Logo & Brand Identity
Art Direction & Design
Web Design
Logo & Branding
The logo combines a modern, SaaS-inspired design with a focus on the flow of data, represented by overlapping tubes in the lettermark, paired with a neutral yet slightly playful sans serif wordmark.

The branding overall is clean and clinical, with vibrant primary and secondary colors adding strategic pops of energy. To connect with institutional and academic audiences, the design incorporates modern abstractions of old-world elements, such as repetitive arch motifs and recognizable figures on currencies like Benjamin Franklin and Queen Elizabeth. These touches ground the brand in history, while the modern design language ensures it feels tech-forward.
Website
The website employs a clean, tech-forward design with ample white space to present the company’s complex offerings in a simple, approachable way. Using proven SaaS content strategies, the site emphasizes clear value propositions and strong calls to action, guiding users toward requesting demos. The content strategy balances high-level overviews with minimal cognitive load, encouraging users to engage further by reaching out for more detailed information.

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Health Equity Foundation
©2022 Jeffrey Lo
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