Client
IEX Group
Agency
Goods & Services
Role
Creative & Design Direction
Year
2021
Challenge
Create a cohesive brand identity for it able to scale and maintain consistency across mediums
The brief
The Investors Exchange evolved beyond its initial concept, expanding into a multifaceted brand with diverse products and offerings. To support this growth, it required a comprehensive and adaptable design system capable of scaling across various mediums, including digital products, marketing campaigns, and communications. Collaborating closely with the company’s CMO, our team developed a cohesive brand identity and crafted strategic touchpoints to amplify their message. These included creating unique brand extensions such as custom beer, merchandise, a podcast, social media campaigns, and even a signature hot sauce. This holistic approach ensured the brand’s narrative was consistently delivered across all channels, resonating with diverse audiences while maintaining a unified identity.
▲ Solution
As Design Director, I led the initiative to elevate and refine their existing brand assets into a more cohesive and impactful identity. Partnering with CoType, we developed a custom typeface, IEX Standard, tailored to align with the brand's unique character and usability needs. We enhanced the logo, improving its balance and scalability to ensure optimal performance across a range of sizes and color applications.
To further support their expanding product offerings, we introduced a flexible sub-branding system that maintained consistency while allowing differentiation. A thoughtfully crafted color palette was developed, reflecting the brand's attitude and expression, ensuring a unified visual identity.
In addition, we formalized key foundational elements of their brand: articulating their vision, mission, and strategic direction. This included comprehensive guidelines for tone of voice and messaging, ensuring alignment across all communication touchpoints. The result was a revitalized brand system, ready to scale and adapt across all mediums with clarity and purpose.
Press