Studio Nopqrst ∙ Hamlet Auyeung

Graphic design and visual communication
GSABrand identity
2024

GSA aims to be the leading quantitative trading firm, transitioning from managing funds for external investors to autonomy. Key to its success post-independence is the attraction and retention of top talents in mathematics and data analysis, particularly from prestigious universities like Cambridge, Harvard, and MIT.

The new identity simplifies the existing möbius strip symbol, creating a timeless, modern, and intriguing presence. Complemented by new 3D graphics inspired by the same motif, it offers a contemporary and immersive brand experience. The choice of colours, the ethereal quality of the 3D symbol, and the perpetual motion symbolise GSA's innovative vision and approach to solving complex market challenges.


Pentagram partner and creative director
Marina Willer

Design team
Marina Willer, Hamlet Auyeung, Cleber de Campos, Natalia Witwicka

Motion design
Hamlet Auyeung, Natalia Witwicka, Edu Torres and Diego Cavallaro (two&tall)

Project management
Kate Blewett

Strategy
John Grant

View Pentagram case study