Tradeware is a software and technology company that was launched in 2015. They specialized in state-of-the-art algorithmic trading solutions. In the period when the company is now transitioning from start-up to scale-up; they want to portray who the Tradeware is exactly and how they represent it to others. At this point, with design strategy project it is aimed to frame brand positioning that provides a plan for the systematic development of Tradeware brand as it moves towards its business objectives. 

Within the scope of project; the data obtained by conducting design researches (trend/benchmark/market researches, interviews, workshops) were analyzed (personas, empathy maps, insight and opportunity definitions, current customer journeys) and solution concepts (concept definitions, value proposition, testing, roadmaps) were developed over the extracted insights.