Yields

Brand experience

Yields redefined: a new era in Model Risk Management

Challenge

Crafting a strong brand identity for Yields that reflects their innovative role in Model Risk Management with a modern brand design system that’s visually consistent across touchpoints.

Outcome

A comprehensive brand strategy and a revamped brand identity, propelling Yields toward a more competitive market position on a global scale.

Impact

Yields' brand is now visually daring and unique, reflecting their matured expertise, while still rooted in deep science & math.

Strategy

A strong brand is built on a solid foundation. Yields understood this, which is why they decided to change their public image to a more audacious one that would accurately reflect their recent accomplishments.

Understanding stakeholder needs is the best approach to initiate any structural modifications, which is why we started by conducting in-depth interviews with key stakeholders. This process aimed to not only unearth the brand's fundamental strengths but also assess if there was a need for a name change.

The existing brand name, Yields.io, held significant value due to the legacy and trust established over time – "Yields" signifying investment returns. However, the underlying promise remained unexplained. We opted to remove the “.io” from the original brand name and kept the main component recognizing its inherent value and potential.

Moreover, we used the insights from our research to clarify the brand promise by crafting a new statement: "We deliver higher yields through uncompromising Model Risk Management". The concise and value-oriented tagline clarifies the brand's promise to customers, and highlights a unique selling proposition that emphasizes both high yields and robust risk management. This provides a foundation for consistent messaging across the organization's digital platform, ensuring a consistent and impactful brand experience.

Creative

Yields, like chaos theory, seeks order within the dynamically random world of AI. This shared focus on underlying stability in a complex system inspired us to craft for them a groundbreaking logo, that would not only be memorable but also a real standout in the industry.

We designed a captivating logo featuring a butterfly – a powerful image associated with chaos in the scientific concept of the butterfly effect – encased within a square, representing Yields' stabilizing influence. Embracing the daring and unique brand aesthetic Yields desired, we created a vibrant ecosystem of brand elements to complement the core identity. This included a versatile pattern library, each element a unique chaos theory visualization, that could be seamlessly integrated across various platforms.

This detailed brand book serves as a central hub for Yields' brand story, housing all the essential brand guidelines for consistent visual communication. We translated these brand guidelines into a cohesive website design. The newly revamped Yields website became a digital stage where the brand identity comes to life harmonically.

Yields' brand now visually embodies their spirit and distances them from the image of an inexperienced startup, setting them apart as a bold leader in the global market.

Highlights

Developing a detailed and versatile brand book to house all of Yields’ brand guidelines for consistent visual communication.
Seeing the Yields brand's vibrant makeover unfold on the freshly redesigned website filled us with pride.
Creating a vibrant brand ecosystem that aligns with Yields’ new brand identity in a unique, eye-catching style.