Interview: Visual world for Quoniam

Ms. Kittell, Quoniam has opted for a visual concept based on the “generative design” method. What motivated you to use this method for your website?

Leigh Ann Kittell: Quoniam is at home in the world of quantitative asset management, which means that our investment professionals work with mathematical models and algorithms to develop innovative investment strategies. Generative design offers us the opportunity to represent this scientifically sound methodology visually. Rather than relying on traditional images, we wanted to create something that reflected both our mathematical and scientific precision and the complexity of our work. The new visuals are not only aesthetically pleasing, but also convey the dynamism and innovative spirit that defines us as a company.

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Motif 1: Funds – Quantitative strategies

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Mr. Dillmann, as Art Director at Quoniam, you certainly have a clear idea of how the external image of your company should look. How did the new visual concept meet your expectations?

Frank Dillmann: Our industry is very data-driven and analytical, which is often associated with sober, factual communication. But we wanted something very modern that shows that we think differently and stand out from the crowd. The animations created through generative design symbolize on a visual level exactly what our fund managers do on a mathematical and methodical level: Data is set in motion, complex processing creates tangible patterns that become investable concepts. It is an exciting visual translation of our work and at the same time clearly sets us apart from the typical, often hackneyed visual language of the financial sector.

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Motif 2: Quoniam – The science of performance

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Mr. Lützen, Visionaere is known for its innovative design approaches. What was the decisive factor for you in choosing the generative design method for this project?

Sven Lützen: At Quoniam, we were faced with the challenge of visually translating a highly complex subject – namely quantitative investment strategies. My colleague Robert Fischer suggested using the Generative Design method for this task. It is itself based on algorithms and mathematical rules, which fits in perfectly with Quoniam’s management approach. This enabled us to create a close link between the scientific methodology of the fund managers and the visual representation on the website. The animations not only tell a story, but also create a user experience that is lively and has an aesthetic impact.

Mr. Fischer, as Visionaere’s art director, you were responsible for the creative concept and also managed the implementation. How did you approach the design of the new header visuals?

Robert Fischer: We worked closely with the Quoniam team to understand how their quantitative methodology works and what they want to convey visually. We then experimented with different algorithms to create dynamic visuals that are both aesthetically pleasing and accurately express the mathematical processes. It was important to us that the animations have a narrative character. They should draw visitors to the website into the topic and offer a visual experience that stands out from the usual visual language used in investment management.

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Motif 3: Equites – Holistic analysis opens up opportunities

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Mr. Mayrgündter, as Senior Web Developer you were responsible for the technical implementation of the animations. Were there any particular challenges in integrating the generative design into the Quoniam website?

Peter Mayrgündter: Absolutely. One of the biggest challenges was to implement the complex algorithms behind the visuals and animations in such a way that they run with the right narrative timing and at the same time do not impair the performance of the website. On the one hand, the animations must run smoothly and at the same time work well on different end devices, be it on desktop, tablet or mobile devices. Another focus was the precise color design of the elements, which required a lot of fine-tuning together with Frank and Robert.

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Process: Generative design

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The project ran over a period of around six months. How did you experience the collaboration between Quoniam and Visionaere?

Leigh Ann Kittell: The collaboration was really productive. We communicated closely, exchanged ideas and reworked the visuals several times until they fitted in well with the six themes we had briefed. It was a very fruitful collaboration on an equal footing.

Sven Lützen: I agree with that. The close coordination between the two teams was crucial for the good outcome of the project. Not only did we contribute our creative expertise, but we also learned a lot about the logic behind the asset classes and quantitative strategies from the experts at Quoniam. The result is a visual concept that has an ideal connection to Quoniam’s identity on the one hand and enriches the user experience on the website on the other.

Are there plans to expand the visual concept further?

Frank Dillmann: Yes, definitely. The current visuals are just the first step. We see great potential to pursue this design direction further and expand it into a larger system that covers even more areas of our communication.

Sven Lützen: The beauty of design systems is that they can be flexibly expanded, supplemented and refined. We are looking forward to the next steps and to supporting Quoniam in further strengthening its visual identity and effectively differentiating itself from the competition.

Thank you very much for the interview and the exciting insights into the project!