The digital assets exchange AAX is a newly established start-up in 2019. Its launch is perfectly-timed as digital assets are gaining mainstream attention following a decade of emergence by early crypto adopters.

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The cryptocurrency industry is fast-evolving, messy, hype-driven, and largely confusing to audience who are unfamiliar with its potential or still on the fence. Early on, cryptocurrency is being pitched and portrayed as an advanced futuristic technology.

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Together with the Deputy COO, we review and define the brand positioning for the digital assets exchange, outlining a purpose-driven branding framework: Together, leveling the playing field - Making crypto accessible at every step.

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This marks first step of the exchange's mission to start focusing on users, enriching the brand narrative beyond technology and trading. 

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As the company sets sights on global expansion, a new design system was introduce to elevate the brand to a globally trusted exchange by strengthening the brand narrative, staying relevant to industry trends, and create highly distinctive brand experiences. 

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The brand positioning translates into a new look and feel across all user touchpoints, creating a relatable and spontaneous brand expression that appeals to the target audience who embraces change through new technology and ideas. 

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The approach and goal of the design is to stay ahead of the industry design trends while adopting global best practices within the industry and out-of-category go-to brands.