We tapped into NinjaTrader’s core and prospective audiences to uncover what they need most: clarity and confidence. Then we took these learnings and infused them into a design system that expertly balances its audience’s taste for adventure with NinjaTrader’s trusted reputation.
We started by conducting qualitative research with NinjaTrader’s core audience of experienced traders and a newer adjacent audience of more casual traders. Across both groups, we found that it’s the excitement and challenge of trading that drives users. But particularly in trading futures, a sense of legitimacy is important to build brand loyalty and gain trust.
This tension between the thrill of the chase and the reputation of the platform became our guiding North Star for the new brand identity: NinjaTrader is a trailblazing and trusted partner.
Our design used three principles to define how NinjaTrader shows up. The NinjaTrader design system is intuitive, pioneering, and thrilling—together, these attributes highlight the ease of use for newcomers and experienced traders alike, as well as the passionate excitement traders seek.
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NinjaTrader’s color palette is grounded in Ultimate Orange and accented with blue. This family of colors creates a bold yet approachable tone for the brand. The design system also prominently uses a grid system, which allows for numerous conceptual graphics and pathways to symbolize growth and forward momentum.
