One standout project at Fullerton Strategies was with Trafix, a multinational financial technology firm specializing in the world’s fastest FIX connections and advanced trading software. In such a fast-paced, technical industry, clarity and authority were key. We worked closely with Trafix to develop a brand identity that reflected their global reach and technological excellence—striking a balance between sophistication and accessibility.
Logo Change
Fullerton Strategies’ ask was to keep the wordmark logo, while updating its color. A full logo redesign would’ve been far too extensive of an overhaul considering their existing tradeshow and physical marketing collateral.
So, we simply updated a previously drab navy and periwinkle color language, into this bold electric blue spectrum. The brand colors (below) was unusable on dark backgrounds, and needed to be altered as a pure white mockup and lose its brand completely, or eliminated. We wanted to arm the client with a versatile logo that can be used on the dark blue #1E2230, or pure black, while retaining the new colors in all situations.
Previous Brand Color
#232857 -> #278add
#82afdf -> #bbeeff
Background Imagery
Much of the brand’s visual language includes repeating data, particle spectrums, or blurred light streaks. Our original ask in the rebrand was all about speed, tactical precision, and next generation tech.
Pieces of the site
Creative Direction: Christopher Lombardo
Web Design: Andy Feliciotti
Graphic Design: Max Niehsel
Project Manager: Kayla Frimer