Xe rebrand & launch
I worked with a world famous branding agency as the main contact, liaising with the agency, Xe stakeholders and our internal design teams in UX and marketing.
With such an established brand, evolution was smarter than revolution. We kept what made Xe great, but brought it up to date.
Everything is optimised and improved ready for extensive digital use. A simpler colour palette and Google’s universal font Noto form the basis for a more appropriate digital first brand system.
I was also honoured to feature in Computer Arts magazine in an article about the project.
Logo
Tightened up and given a more timeless classic look.
Brand Film
Xe commissioned this brand film which brings all the elements neatly together and really showcases how all the elements can work seamlessly together. The Scandinavian accented voice actor was chosen to sound international without being US or UK centric.
The Grid
The layout grid is the foundation of the icon system. This ensures consistency for one of the main visual elements of the Xe brand.
The grid aligns the visual style of the Xe icon library bringing harmony to the entire set. Style, size, line-weight and simplicity are all carefully considered.
64 x 64 icons
32 x 32 icons
Animation
I use animation to bring icons to life using a various software; Adobe Illustrator for the initial creation, Adobe After Effects to animate, Bodymovin plugin to finalise and the Lottie framework for showing the finished animation.
Subtle 'path follow' animation allows the icons to convey an extra layer of visual feedback and delights the user.
Application
Here's an example of how this visual cue works in the Xe Currency App.
The user is registering and is required to upload an identity document.
The animation emphasises the text and encourages the user to progress, they can see the system will process the document once uploaded.
Frontify
All brand assets and guidelines have been loaded into Frontify.
It's a single source of truth for all our offices around the world.
Easily accessible from a link, all key assets are here for anyone to access and download.
