Quor, previously known as Brady Technologies, has been a dominant force in the CTRM sector, especially in metals, for over three decades. With a rich legacy marked by flagship products, they’ve been unparalleled in their expertise. However, recent shifts and the need to rebrand from Brady Commodities, led them to approach Fellow. The objective was to create a new name and brand identity that was fresh, innovative, and trustworthy, encapsulating their extensive expertise and experience, while simultaneously leaving behind any outdated perceptions.

The project’s inception was marked by a meticulous research phase. Fellow delved deep into the industry, analysing competitors and leveraging customer insights to construct a detailed profile of Quor’s target audience. This research underscored Quor’s unparalleled expertise, emphasising the need for a fresh, innovative, and trusted brand identity that resonated with their established clientele while differentiating them from emerging competitors.

Fellow’s strategic framework emphasised Quor’s people-centric expertise, leading to the brand positioning of ‘the epicentre of trade’. This innovative approach was further enhanced by the introduction of ‘The epicentre grid’, a unique design system shaping visual layouts emanating from a central focal point. The visual identity drew inspiration from various facets, from the unseen contributors behind trading to the unique textures associated with mineral origins.

A significant highlight of the development phase was the unveiling of CGI brand imagery, a pioneering approach that crafted visuals previously unseen in the industry. This fresh visual narrative was complemented by a tailored photography style, ensuring harmony with the brand’s colour palette. Visualised

The implementation phase saw the brand’s essence seamlessly integrated across a vast array of collateral. Including the design and construction of Quor’s multilingual corporate website, where every element, from content creation to UX and UI design. Fellow’s comprehensive approach ensured that Quor’s brand identity was consistently represented across all touchpoints.

Quor’s rebranding is not just a visual transformation but a strategic move to reinforce its position as an industry leader. With a fresh, innovative, and trusted brand identity, Quor is poised to continue its legacy of excellence, further solidifying its place as a dominant force in the CTRM sector.

Fellow continues to provide creative support post-launch of the brand. Collaborating closely to extend the brand across various activations and collateral. This collaboration aided in firmly establishing the new brand within their targeted audience and shifted outdated perceptions around the company.