Pepperstone Brand Refresh
Founded in 2010 in Melbourne, Australia, Pepperstone is one of the world’s leading online Forex and CFD brokers. Pepperstone provides traders with access to cutting-edge technology, low-cost pricing, fast execution and award winning service to trade the world’s markets.
In order to grow brand awareness and be seen as trustworthy, professional and reliable, I was tasked with moving the identity away from an ambitious startup, towards a mature, globally recognised fintech player.
In supporting Pepperstone’s vision to be seen as the world’s most trusted broker for ambitious traders, I was responsible for leading the brand refresh of the 10 year old visual identity across all digital, web and print touch points. As part of the update I also delivered an online brand portal which included brand guidelines, brand assets and creative templates for staff and partners.
Client
Pepperstone
DELIVERABLES
brand identity
Brand portal
Programmatic Display
Social
OOH
Motion
Year
2022
Role
Creative lead
Red is often associated with energy and excitement, however it can also carry negative connotations in trading and financial contexts, such as warnings, risk or loss. I made the strategic decision to shift the primary brand colour away from red to blue in order to align the brand with positive associations of calmness, confidence, authenticity and a sense of trust and professionalism.
I made refinements to the "P" within the plectrum to make it more geometrically balanced and also introduced a new wordmark using all lowercase letters to help with readability in different lockups.
I selected Plus Jakarta Sans as the primary typeface for its clean, geometric aesthetic. The font's high legibility and extensive language support, including Vietnamese, ensures global brand consistency across all digital, print, and OOH applications.
Working with my senior digital designer, we introduced a 3D illustration style to give the refreshed brand identity more personality and bring a sense of tangibility to intangible financial products. The style offered a high degree of flexibility and the attention to detail helped reinforce brand associations with professionalism and trust.
As part of the brand refresh rollout, I onboarded Frontify for use as Pepperstone's centralised brand portal. On the platform I created brand guidelines, uploaded brand assets and built creative templates to ensure that everyone in the organisation had access to most current brand materials, ensuring consistency was being maintained across the global organisation.
