Creating a more sophisticated B2B trading brand.
IX Prime serves brokers and specialist financial institutions rather than retail traders, so the brand needed a more discreet, technical and institutional character than the other INFINOX case study sub-brands.
Stay visibly connected to INFINOX while speaking to a much more institutional audience.
The existing INFINOX family gave the brand useful recognition, but a retail visual language would not suit a B2B liquidity proposition.
Form therefore kept the family connection while moving the brand into darker, more restrained and technology-led territory.
Use darker styling and less imagery to signal a different proposition.
The new identity combined darker tones with INFINOX yellow and deliberately avoided clichéd business photography.
Copy and message hierarchy became more important, reflecting the features and benefits institutional buyers actually needed to understand.
A closer look at the project.
Take the identity through the practical materials a B2B business needs.
The finished brand was applied across brochures, stationery, advertising, exhibition stands, the IX Prime website and a series of videos.
The identity was later lightly evolved into IXO Prime while keeping the core system intact.
A premium B2B identity that stands on its own without losing the INFINOX family resemblance.
IX Prime launched successfully as an institutional brand and continued to evolve inside the wider INFINOX portfolio.
