TenX’s primary mission is to bring cryptocurrency to as many people as possible throughout the world. TenX started in 2015 in Singapore as a small startup, fresh from a hackathon and incubator. Today, it is among the more established companies in the blockchain and cryptocurrency space.
By 2018, TenX found itself growing rapidly, both as a company and as a brand. Alongside growing public interest, it observed fast growing maturation of the cryptocurrency space as a whole, along with an explosion of innovation in mobile payments. These developments prompted TenX to reflect on itself as a company and the brand that would be needed to mature with the company and market developments.
An obvious starting point for the brand refresh was the logo. From TenX’s customers, we learned that the logo had already benefited from great brand recognition. So, instead of a radical logo redesign, we decided to opt for subtle improvements to the existing logo.
We worked on how the logo could better express confidence and optimism, by simplifying and sharpening its edges. We also removed shadows and gradients, to make the logomark more robust across different mediums.
While creating the new website design, we optimized the colour palette, chose new typefaces that would work both online and in print applications, and chose a simple graphic approach for images and icons based on the diamond-shaped base of the logo.
The combined TenX/Edenspiekermann team in Singapore created a brand experience that reflects what TenX stands for today: an inclusive, safe and trustworthy financial ecosystem that aims to make cryptocurrencies spendable anytime, anywhere.