Brand
In this book, the guidelines were laid out on how to consistently communicate to the BUX audience.
The guidelines cover the foundation of the company’s brand standards. To the in-house creative, copy, and design team. And also to third-party suppliers. Enabling BUX to scale, while staying on-brand.
BUX
Irene Pombo Martins
The book outlines brand positioning, key messages, target audience, tone of voice, and the visual identity of BUX. Clearly explained with examples, do’s and dont’s.
BUX puts a lot of focus on simplifying the trading experience, whether the customer is just starting out or is experienced. Both the brand and the book reflect that mission.
The brand book introduces the repositioning of BUXs visual identity, following an extensive brand audit of all touchpoints. App stores, social and out-of-home ads, CRM e-mails, and, of course, the app itself have been carefully cross-examined.
A few important learnings to mention were inconsistencies in typography and color. Lack of recognizable brand assets and overall lack of brand recognition in certain assets.
Going forward, the visual identity needed to emphasize trust, and ease of use, and be fit for use across all touchpoints and mediums. It marked a repositioning that, while still distinctly BUX, showed a more mature, consistent brand identity.
The color palette was reduced and clearly defined. Additional shades for primary brand colors were defined. Typographic styles were reduced and clearly defined. Clear guidelines for the use of illustrations to ensure they were never out of context.