Alchemy
Innovations
The Identity for Cutting Edge Trading Software Developers.
Project Overview
Alchemy Innovations builds cutting-edge trading software. Their audience? Traders who already know their market inside out and spend hours a day glued to their screens. For them, the brand voice needed to feel familiar - grounded in what they already recognize from the world of finance and trading - but with a sharper, more innovative edge.
I brought in alchemistic symbolism as a layer of storytelling: mixing tech, trading, and just a hint of magic. The logo itself was designed to stay minimal and straightforward, something insiders “just get.” That meant the real depth and narrative had to come through in color and imagery, which became the stage for innovation and emotion in the brand.
Logo
Alchemy Innovations builds cutting-edge trading software. Their audience? Traders who already know their market inside out and spend hours a day glued to their screens. For them, the brand voice needed to feel familiar - grounded in what they already recognize from the world of finance and trading - but with a sharper, more innovative edge.
I brought in alchemistic symbolism as a layer of storytelling: mixing tech, trading, and just a hint of magic. The logo itself was designed to stay minimal and straightforward, something insiders “just get.” That meant the real depth and narrative had to come through in color and imagery, which became the stage for innovation and emotion in the brand.
The Starting Point
When I began sketching directions, the challenge was clear: keep it sharp, keep it minimal, but don’t let it become boring. I explored several routes — some leaning heavier on alchemistic symbols, others echoing financial graphs and trading screens. The goal was to test the balance between “familiar” and “fresh.”
See the initial directions below. I always like to present a variety of ideas — even some that I already suspect the client won’t choose. Why? Because part of the design process is about clarity. Even when my intuition tells me what will resonate, it’s important that the client sees options, reacts to them, and makes the decision themselves. That way, the chosen direction isn’t just correct — it’s also owned.
Iterations & Exploration
To stress-test the concept, I pushed variations of the same core idea. Angles, weights, and alignments shifted until the logo had both clarity and edge. Sometimes you need to see what doesn’t work to confirm what does — and this process made it obvious that the first concept carried the right balance all along.
Typography
Even though the decision on which font to use was made early — before the logo icon was fully developed — there was still plenty to fine-tune. I prepared variations exploring different thicknesses, alignments, and kerning to make sure the typography not only looked sharp on its own but also worked seamlessly with the symbol.
Refinement
From there, it was about refinement: tuning proportions, sharpening angles, and pairing the symbol with typography that could hold its own. Every stroke was adjusted until the symbol and wordmark became a striking symbiosis — minimal at first glance, but crafted down to the detail.
Before Refinements
After Refinements
Logo Versions
The logo system was built to adapt. Depending on the medium, Alchemy Innovations can show up with its full presence or scale down to the essentials.
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Horizontal: the primary logo, used across most touchpoints.
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Stacked: a compact format for square or vertical spaces.
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Landscape: a wide version designed for headers, slides, and banners.
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Symbol: the stripped-down mark, perfect for app icons, favicons, or subtle branding moments.
Logo in Usage
A strong logo isn’t just about the design itself — it’s about how it lives in the real world. For Alchemy Innovations, I defined a range of use cases: from light and dark backgrounds to bold alerts and subtle overlays on imagery. This ensures the mark stays consistent, legible, and impactful no matter the platform — whether it’s a website header, investor presentation, or a trading dashboard.
Colours
From the start it was clear that emerald and gold would be the leading tones. Emerald connects to finance, growth, and the digital glow of trading screens — while gold adds the layer of transformation and alchemistic storytelling. To balance their intensity, I anchored the palette with black, white, and neutral greys.
I then built a full brand kit: primary, secondary, highlight colors, and tonal variations. These weren’t just swatches, but a living system — designed to power everything from UI elements and buttons to data visuals and presentation slides. The result: a palette that can shift between sharp professionalism and moments of magic.
Typography System
Typography is one of the most important tools to set the tone of a brand. While the logo typeface had to be sharp and refined, the broader system needed to cover both digital interfaces and presentations.
For the website, I built a clear hierarchy: bold, modern headings for instant impact, paired with highly legible body text for traders who spend hours in front of screens. It’s functional, but never boring.
For presentations and supporting material, I kept the same system but introduced slightly lighter weights and more breathing room — so even detailed slides stay easy to navigate. The result: consistency across all platforms without losing flexibility
Imagery/Artworks
The logo set the foundation — but the imagery brought the brand to life. I worked with Veo3 to generate raw visuals and then refined them in Photoshop, layering in detail and texture. The result is a series of artworks that merge finance, technology, and alchemistic symbolism into one visual language.
The goal was not decoration, but atmosphere: images that capture the intensity of trading while hinting at transformation and innovation. These visuals became the backbone of the brand’s style, used across the website, presentations, and digital assets.
Website
The task wasn’t to build the website itself but to create the visual direction and CI that the client could implement into their already existing site. My role was to shape the look, feel, and flow — essentially designing the roadmaps for each page, complete with styles, states, and guiding visuals.
Direction
To begin, I developed two strong visual directions:
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One was clean, sharp, and technical — echoing what you’d expect from financial trading software.
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The other leaned more into alchemy-inspired symbolism — with a more mysterious, magical touch.
Both captured the balance between finance and innovation, but in different tones.
The Chosen Path
The team chose the tech-focused direction as the base. From there, I created three homepage explorations to show how this style would actually look in real life. They chose the third version, which became the foundation for the rest of the site.
Roadmapping & UI Details
Once the direction was set, I went deeper:
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Designing button systems and hover states
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Creating consistent layouts for each page
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Building a roadmap for navigation and structure, ensuring every page followed the same story and aesthetic.
It was less about “just making it pretty” and more about making it work as a system — so the client could take it and implement confidently.
Brand Kit
Once the direction was set, I went deeper:
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Designing button systems and hover states
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Creating consistent layouts for each page
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Building a roadmap for navigation and structure, ensuring every page followed the same story and aesthetic.
It was less about “just making it pretty” and more about making it work as a system — so the client could take it and implement confidently.
The result: a brand system that feels professional, innovative, and unmistakably Alchemy.
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