A Clean Corporate Realisation of a Global Brand
The brief: to design a logo and subsequent website for FEX Global utilising the FEX Groups’ existing strategy and guidelines
FEX Global (FGL) is a subsidiary of the FEX Group. An emerging global futures exchange developed to serve the risk management and trading needs of global customers, with particular emphasis on participants based in the Asia‐Pacific region. FEX Global will provide and operate a broad range of energy, commodity and environmental futures and options products. FEX Global offers innovative product development, relevant technology and a superior level of service that focuses on creating real trading and risk management opportunities within the Asia‐Pacific region.
e2 were engaged in creating the conceptual development of a new corporate logo with a strong design aesthetic that could be carried through to its main online platform. Keeping within the existing design guidelines, the FEX Global website was intended to be an additional site to the FEX Group corporate domain. The new brand had to be consistent with the FEX Group; aligning with the current identity but at the same time standing on its own and appearing competitive within its category.
Aesthetic qualities such as simple, effective, clean and crisp were articulated and through intensive case studies and competitor analysis a design solution was imagined. e2 considered salient features of best practice website design; strong features included the use of exceptionally high quality photographs, environmental lifestyle images, light colour palette and hues and content supported images. A refined, restrained and corporate strategy was consistent throughout the design process.