Upstox previously the subsidiary of RKSV is an online stock trading platform. Distinct products designed for the pro-traders and layman is one of the strongest USP of Upstox along with its free trade learning platform. The whole strategy and brand was conceptualised during the designing phase in Lollypop’s studio. In-depth competitors, users and market research helped in providing solutions that created discrete identity for the website. Designs were made interactive & intuitive with use of custom illustrations, animations and icons helping in breaking the monotony of data driven website.