Financial and Energy Exchange Group (FEX) Identify and Environment
Reflective of the Rising Bull Market
The brief: to design and develop a visually compelling experience for FEX (Financial and Energy Exchange Group); the trading site for the Asian energy markets.
Established in 2006, FEX is a market infrastructure and services group operating electronic markets that offer a suite of services for Asian energy markets. FEX is focused on facilitating and providing access to the rapidly expanding Asian energy and commodity markets; linking local growth with global demand. Markets within the FEX Group seek to provide participants and users in the Asia-Pacific region greater product relevance.
e2 was engaged in the holistic process of designing the corporate logo, physical interior and environmental graphics for FEX Group. e2’s mission was to create an iconic representation of the FEX brand; a design solution that would be central to the building and observable from the trading platform and broadcast facility for CNBC’s live daily bulletins. e2’s design was explored through the concepts of colour, light, height, orientation and hierarchy together with intensive competitor case studies.
The heart of the new design exhibited a bespoke bull graphic intended to represent the rising bull market. The design intent was to leave a memorable impression that projected a feeling of importance and was aspirational, austere and revered. The finished result of the graphic acts as an optical illusion, appearing and disappearing upon inspection. In order to leverage the high profile and high-tech nature of its location, an innovative new graphic film technology was selected to dramatize the Bull centerpiece.