The founders of Talos, firm believers in the transformative potential of digital assets, were poised to revolutionize global financial markets. However, they realized that to resonate with their desired institutional audience, their brand needed to reflect the tech-forward nature of their firm without losing the focus on substance. They approached EmCo with this challenge when they were ready to step out of stealth mode and publicly launch their venture.
EmCo understood that Talos’s unique value proposition was its end-to-end infrastructure technology, a prerequisite for traditional capital market participants venturing into digital assets. As we dug deeper into the problems that Talos aimed to solve, we realized that their primary offering was the reliable foundation for digital asset trading that managers, prime brokers, custodians, lenders, and exchanges could count on. Inspired by this insight, we revised Talos’s logo to align with the brand story we were building, portraying them as the bedrock of institutional digital asset trading.
Drawing upon the theme of ‘building blocks,’ we devised a brand strategy that skillfully incorporated this concept across their site and all brand materials. We used animations depicting various shapes and configurations originating from or leading to the six blocks in the logo, a representation of Talos’s six client segments. The minimalist color palette, featuring black, white, and mint green, highlighted the firm’s modest yet confident ethos.
Every aspect of the brand, including typography, design aesthetics, and copywriting, was carefully crafted to support this positioning. The strategic roll-out and ongoing marketing efforts were designed to cement Talos’s image as a confident, yet grounded group of professionals that the institutional investment community could identify with.
The success of our collaborative efforts became evident when, in May 2022, Talos announced the completion of a Series B round that valued the company at $1.25 billion.