Idealex challenged us to create a brand that would enable them to launch their product into the market and connect with their target customers. Having already developed and named their product, they were seeking an experienced brand agency to develop their brand strategy and brand identity.

Once the brand purpose had been agreed, it was important to establish aligned brand values. We worked closely with Idealex’s stakeholders to produce 3 brand values: accessibility, security and choice. We onboarded the broader business with the direction for the brand, gaining buy in and ensuring that the full team was unified in the meaning of the values and why they were necessary.

Focusing on the theme of freedom, we designed the new logo in an X shape which relates to the X in Idealex. The form of X was also used within the Civil Rights movement in the United States and is widely recognised as a symbol of freedom. The X shape was developed into a logo, producing a modern look and feel in line with the cutting edge crypto industry. The final logo shape was a good fit for the end customer and for potential investors.

We selected a colour palette that is appropriate for both a financial provider and for a technical product. It needed to be bold enough to stand out in the market while remaining approachable and trustworthy.

We combined multiple brand elements including photography, shape and form, colours and typography to represent Idealex’s visual assets. This produced a unique look and feel that is recognisably Idealex’s.