DESIGN DIRECTOR, MOVING BRANDS
Exness
Strategy, Identity, 3D and Spatial, Motion, Digital
Exness is the largest global retail broker for people who want to trade forex, stocks, crypto and more. Their approach - providing a sophisticated product that prioritises a reliable and stable trading environment - has led to over 700,000 active users and over $4 trillion in monthly trading volume.
In an industry beset by negative perceptions and broken promises, Exness stands out by sacrificing quick profit to do what is right - creating and maintaining a trading ecosystem with their clients’ and partners’ best interests at heart. They combine this compassionate and principled dimension with data science and sophisticated models to create powerful advancements that solve traders’ problems. Simply put, their ability to bring together the head (innovation) with the heart (care and integrity) makes them unique in the trading world.
The dynamic new brand symbol brings together iconography of the head and heart seamlessly with fluid 3D motion, transitioning to the two characters from the abbreviation given to them by customers - ex. These characters bridge 3D and 2D environments and evolve into a full logotype, balancing mathematically precise geometric forms with warmer lettering to evoke a sense of mind and heart working in harmony.
Though spread across the globe, what unites Exness traders is the common language of data. This ecosystem ranges from the micro-level of granular data points within UI up to the macro-level of infinitely complex markets.
Using circles from The Exo as a foundational element, the brand system provides a distinctive toolkit of parts for representing data - from a button within a UI component library to rich, interactive activations that bring big data to life. The result is a brand that can offer pure functionality for pro traders to perform at their best but easily flex to resonate emotionally with consumers and capture the passion of trading.
We developed a living brand system with accompanying guidance to cater to these audiences, regions and products. With a large internal design team, our solution was to empower and inspire them with rich typographic, colour and 3D material palettes - enabling Exness to scale and adapt as the business grows.
Role
Design Director
Credits
Design Director, Joel Smith
Senior Designers, Tom Dixon, Anya Mooney, James Burbidge
Designers, Joey Nanni, Tom Caiger
3D & Motion Designers, Guy Wolstenholme, Fengyi Franklin Zhu
UX Director, Sahin Gummus
Wordmark Refinement, Dalton Maag
Strategists, Adrian Acevedo, Natascha Topol
Copy Director, Lee Brotherhood
Project Management, Cindy Wu, Pia Young
Exness
Strategy, Identity, 3D and Spatial, Motion, Digital
Exness is the largest global retail broker for people who want to trade forex, stocks, crypto and more. Their approach - providing a sophisticated product that prioritises a reliable and stable trading environment - has led to over 700,000 active users and over $4 trillion in monthly trading volume.
In an industry beset by negative perceptions and broken promises, Exness stands out by sacrificing quick profit to do what is right - creating and maintaining a trading ecosystem with their clients’ and partners’ best interests at heart. They combine this compassionate and principled dimension with data science and sophisticated models to create powerful advancements that solve traders’ problems. Simply put, their ability to bring together the head (innovation) with the heart (care and integrity) makes them unique in the trading world.
The dynamic new brand symbol brings together iconography of the head and heart seamlessly with fluid 3D motion, transitioning to the two characters from the abbreviation given to them by customers - ex. These characters bridge 3D and 2D environments and evolve into a full logotype, balancing mathematically precise geometric forms with warmer lettering to evoke a sense of mind and heart working in harmony.
Though spread across the globe, what unites Exness traders is the common language of data. This ecosystem ranges from the micro-level of granular data points within UI up to the macro-level of infinitely complex markets.
Using circles from The Exo as a foundational element, the brand system provides a distinctive toolkit of parts for representing data - from a button within a UI component library to rich, interactive activations that bring big data to life. The result is a brand that can offer pure functionality for pro traders to perform at their best but easily flex to resonate emotionally with consumers and capture the passion of trading.
We developed a living brand system with accompanying guidance to cater to these audiences, regions and products. With a large internal design team, our solution was to empower and inspire them with rich typographic, colour and 3D material palettes - enabling Exness to scale and adapt as the business grows.
Role
Design Director
Credits
Design Director, Joel Smith
Senior Designers, Tom Dixon, Anya Mooney, James Burbidge
Designers, Joey Nanni, Tom Caiger
3D & Motion Designers, Guy Wolstenholme, Fengyi Franklin Zhu
UX Director, Sahin Gummus
Wordmark Refinement, Dalton Maag
Strategists, Adrian Acevedo, Natascha Topol
Copy Director, Lee Brotherhood
Project Management, Cindy Wu, Pia Young
