Our target clients are small to middle size investors, between25 to 40 years old. We are interested in people more used to live on the digital than the analogical world. They are curious, read and write blogs, spend hours on the web every day. It usually means people from the following sectors: IT, design (WEB and architecture) and communication (marketing). They like tech and luxury things. As Apple fans for example they recognize a good design.
Despite they do not yet have a big savings account, they want to become richer and are ready to take some risk investing in stock market. Even though our company is new and small, we have an opportunity because people outside wall street are really upset with the big banks, their high fees and their lack of care with small clients.
Concepts to Communicate
To help you to understand how we feel about our mission, our clients and the competitors, we made a table which shows some key points, where we are different from THEM.
aXon – The light | Competition – A evil herd of T-Rex
We are modern; we are the future. | They are old; they are the past.
We are trustable; we are the good guys like you. | They are the enemy, the darkest force in the universe.
We are fast as a thought/light. | They are slow as giant dinosaurs.
We are smart; we work on the state of the art in science and technology. | They pay for the best computers, but they hate the idea of paying for good programmers.
We are serious about our calls. | They love hear their own voices, they always say bullshit.
We are honest; we see our clients as partners in a long journey. | They don’t even see you as a client but only as an easy prey.
We honor our clients’ confidence; we really care about their wealth. | They are so hungry that they can’t avoid the idea of having you for lunch right now.
We are agile; we can hold on a bad market period. | They are so huge and spendthrift that they must squeeze your wallet to survive to any crisis.
We have strong principles | They don`t know what that means.
We are straight to the point and praise for firmly grounded ideas | They are lengthy and shallow
We believe that human beings are designed by evolution to pay attention to edges and contrast such as big vs small, wide vs thin, dark vs light, straight vs curve. We think that using a bit of this concepts would be worth.
Because first impressions are so important for human beings, we need to catch the attention of our web site visitors by using an uncommon logo. Despite we are not tied to any color, we guess that colors that create a strong contrast with a white background would help creating an emotional connection with clients. However, since an aXon conducts electrical signals (in the brain) it seems to us that some colors are not well suited for this purpose such as brown and green.
We also have a feeling that exploring the similarity between the letter “X” and a human form or a neuron could be a good idea. It would give us an icon or a character to represent our company in the digital media; just like a symbol or a mascot. Other visual effects like a ray of light crossing the logo or a little spot shining somewhere around the X (resembling an axon firing) could be a good idea.
Please, you are completely free to explore your own ideas. Actually we want to see that. Only after that we can choose together the next steps.
We would like to encourage all you guys to take a look in the following links (images and text). We hope it can give you a better idea of our mindset:
Many thanks for your commitment with our project.