LQID is a website and app that brings banking and trading services into one digital platform. It was won by MullenLowe London in 2016 over a pitch led by MLL on the branding and advertising end, and by Profero for the digital strategy.
After a year spent on developing its product, the client came back to MLL during late 2017 with a brief to refine and fully develop the brand, drafted during the pitch phase, in view of the full launch in the summer 2018.
I was tasked with revising the logo entirely. Identifying imperfections in drawings and proportions, I then looked at re-balancing and smoothing these out in order for the mark to be flawless and performant at every scale.
New logo and its architecture
New lockup's architecture and set
I also devised the brand’s wider visual identity which developed into guidelines and a set of rules stress-tested across print and digital formats.