Nasdaq Private Market
We worked on Nasdaq Private Market’s website and brand identity by creating a Brand System and expanding it across their digital ecosystem.
1 × Design Director
1 × Copywriter
1 × Brand Designer
Overview
Nasdaq partnered with investors to create Nasdaq Private Market (NPM), a platform focused on the private market, distinct from Nasdaq’s traditional public market. The goal was to build a website that aligned with Nasdaq’s core brand, yet stood out enough to support NPM’s independent identity.
The Challenge:
Initially, we were brought in for website design and development. However, through workshops and ongoing collaboration with the client, it became clear that NPM needed a complete branding process and storytelling to differentiate itself effectively.
This led to us expanding the project scope to include website and branding.
Final logo designed for the brand.
My role
Focused on visual design, content, and user flow.
Built components, guidelines, and dark/light modes.
Templates, social media, Zoom background, annual report.
Worked closely to align goals and outcomes.
Research and Workshops
Through a deep understanding of distinct pain points and drivers for each key persona, we identified challenges and opportunities along the user journey for current and desired future users. The insights gained allowed us to simulate an ideal user journey, tasks, and actions within the Nasdaq Private Market experience.
Design System
We created a robust design system for NPM, going through multiple iterations to achieve the perfect balance between professionalism and modernity. Our client wanted a design that was both established and contemporary, engaging yet refined. We developed both dark and light modes for flexibility.
A key element of the brand was the use of diagonal lines, which added visual interest and created a dynamic layout.
Solution and Process
A New Brand
We developed a fresh, modern brand identity that aligns with NPM’s values and goals. Through a collaborative process, we crafted a professional and innovative design, helping the company stand out in its industry.
A Fully Responsive Website
We developed a fresh, modern brand identity that aligns with NPM’s values and goals. Through a collaborative process, we crafted a professional and innovative design, helping the company stand out in its industry.
Design System and Data Visualization Guidelines
We created a comprehensive design system that includes UI components, typography, and color palettes to maintain consistency across all touchpoints. Additionally, we developed data visualization guidelines to ensure that complex information is presented in a clear, engaging manner.
Other Marketing Artifacts
We created a comprehensive design system that includes UI components, typography, and color palettes to maintain consistency across all touchpoints. Additionally, we developed data visualization guidelines to ensure that complex information is presented in a clear, engaging manner.
Impact & Results
“Momentum produced a mix of strategic insights, very collaborative workshopping that helped deliver UX & UI that inspires the next generation of forward thinking c-suite audience looking to add value to their organisation.”
Delivered the project within 3–4 months, meeting all deadlines despite an expanded scope.
Created a cohesive brand system that balanced alignment with Nasdaq’s identity and NPM’s unique positioning.
Designed an intuitive website and data visualization framework, enhancing usability across all devices
Felipe Rosas is a UX/UI designer and product designer based in Bogotá, Colombia, fluent in multiple languages.
