QCP Capital
Leading the change in cryptocurrency
QCP Capital stands as one of the largest cryptocurrency trading firms globally, with a trading book of over USD 2 billion. From its humble beginnings as a four-person trading firm, QCP has catapulted to a 70-strong team, becoming a leading voice in the global crypto space. As the firm moves toward institutionalisation, the next step was to define the brand’s core values to effectively communicate its stature. Collaborating with the brand to craft its positioning and visual identity, we helped QCP seek a more strategic, purposeful brand direction to match the strength of its performance and reputation worldwide.
An identity that speaks to the future
With its future plans and priorities in mind, we positioned the firm at “the centre of change”, drawing inspiration from the idea of a global thought leader—calm, composed and consistently credible in the eye of the storm. In this territory, QCP Capital’s steadfast presence in a hyper-volatile space established the firm at the core of the crypto ecosystem, serving as a changemaker and contact point between institutions, crypto companies and high-net-worth clients.
Growing the centre
Expanded in our brand story and language, the possibilities of this ecosystem were distilled into the idea of a circle that was both inclusive and exclusive; inclusive to elevating the key operational components within, while exclusive to external parties and investors looking to enter.
Being at the centre of this circle intuitively became the focal point of our visual identity framework. The logomark is a letter ‘Q’, generated from the shape’s base form. The key brand elements were also derived from the circle to flexibly morph into other letters, permutations and icons to represent various aspects of the firm.
We further introduced nebulas and 3D textures as a visual interpretation of the dynamic climate of the markets. These flexible elements offered a gestural quality of the ever-changing winds and landscape, doubling up as symbols that embodied new frontiers and uncharted growth. Presented together, the identity system served to accentuate QCP Capital’s new position of being a key player and global leader in this growing industry.