ETHEX

Taking social investment into the mainstream

Brand Strategy Brand Identity Illustration Animation Iconography Photography Copywriting Tone of voice Brand Guidelines Brand Rollout Brand Guardianship

TRUTH

Ethex is the UK’s leading online positive investing platform. The platform has enabled a community of over 20,000 investors to connect and empower communities to reduce poverty and fight climate change.

While everyday people want to take action, audiences aren’t as familiar with the positive investment sector or the offers and opportunities within it. We needed to evolve the brand in order to help move Ethex out of its perceived niche and give it clarity and coherence in an increasingly competitive landscape.

'Make Money Do Good’ is a simple, accessible ethos that promotes positive change and empowers people to channel their money into a powerful force to create a better future.

DARE

To create standout in a often staid sector, we developed Bucky, the human, approachable face of Ethex and positive investing. Bucky features in the brand logo and adds some playfulness and energy to a range of brand touchpoints.

The wider identity feels approachable and friendly, featuring a bright and positive colour palette and ownable illustration style that compliments the Bucky character. While brand photography shows the everyday people who use Ethex to invest their money.

To ensure the investment opportunities were as accessible as possible, we needed to rethink the whole investment platform. User journeys and messaging were kept simple, and language balances the use of clear communication about the financial aspect and the emotion of the impact that can be delivered.

Thisaway gave us the approachable and warm brand we craved, both visually and verbally. It reflects the relationships we have with our investors perfectly, and strikes the right balance of giving the brand some personality whilst still feeling trustworthy and smart. The identity gives us so much to play with, resulting in far more engaging communications. We're delighted with the results, and hope it attracts more investors to our platform as we strive to make the world a better place.

Rachel Mountain - Head of Marketing, Ethex