I worked as a freelance content designer for QuantFox, a financial market predictions startup that challenges traditional analysis while maintaining credibility. The platform combines innovative tools with an approachable experience, serving both novice and experienced traders while embodying an 'Outlaw' brand identity that balances disruption with reliable guidance.
Based on the project scope and deliverables, here are the three main challenges I encountered when designing content for QuantFox:
The first major challenge was gaining deep understanding of financial market analysis and trading. Creating content for both beginners and experienced traders while maintaining our rebellious brand identity required extensive research into user needs and industry terminology. In order to break into the field, I followed numerous financial newsletters and read many studies available online.
As an 'Outlaw' brand archetype, we needed to challenge conventions while maintaining professional credibility. Finding the right tone that combined being a "trailblazing visionary" with being a "methodical companion" proved to be a delicate balance, especially when explaining complex financial concepts.
Making sophisticated financial data and analysis tools accessible required careful consideration. The challenge was to present complex information in an approachable way while staying true to our "friendly guide" characteristic, without oversimplifying or appearing condescending to experienced traders. This project encompassed various types of content: product writing, webpage copy, long-form articles, case studies, and presentations.
I refined the core message by changing from the stakeholders' original tagline 'Hunting for success' (which was an idea inspired by the way foxes hunt for prey) to a more tangible 'Trade smarter, not harder' - emphasizing how QuantFox helps users achieve greater profits through more efficient, strategic trading rather than increased effort
QuantFox is for anyone interested in trading and financial markets, from beginners to experts. The app is designed for traders looking for new and better ways to analyze markets. It offers fresh ideas while leveraging proven trading strategies. The target audience are individual traders looking to tap into institutional-level quantitative and fundamental analysis to inform their market predictions.
QuantFox embodies a distinctive voice that combines rebellious innovation with methodical expertise. As an outlaw brand archetype, I designed texts in the spirit of challenging conventional financial market analysis while maintaining professional credibility. QuantFox’s communication style balances being a trailblazing visionary with being a friendly, approachable guide.
Key characteristics of the tone of voice: