Pepperstone Crypto

The launch of Pepperstone Crypto presented a critical strategic conflict: how to leverage the established trust of the master brand while satisfying strict regulatory requirements for visual differentiation. Initially designed as a seamless extension of the "Pepperstone Blue" ecosystem, legal flagged a major risk that demanded a visual "de-coupling" of the new entity. As Brand Design Lead, I acted as the bridge between Legal, Product, and the Executive team, navigating high-stakes ambiguity to propose a solution that balanced brand equity with business viability. Leading the exploration of the visual system evolution, I guided stakeholders through the trade-offs of engineering complexity and brand dilution, ultimately pivoting the product to a distinct "Orange" identity to gain consensus while maintaining a premium standard.