Audax
Client
Standard Chartered
Region
Singapore
Category
Brand Strategy, Brand Identity, Animation
The Brief
To develop a brand strategy and visual identity for Standard Chartered's new global BAAS (Banking As A Service) platform, that was rolled out globally in 2022.
The Idea
We created Audax — a technology brand that connects banks and businesses through embedded finance. And we did it fast, by keeping our approach simple, clean and modular.
Our logo took the 'X' from Audax to provide subtle nod to the world of finance by forming a clean and energetic percentage icon. This was supported by a flexible 'building block' design system to represent the simple, scalable and modular nature of the brand's offerings. For the colours and typography, we challenged convention by embracing a warm, soulful and human colour palette, complemented by a serif typeface with an editorial, trustworthy and wise feel to it.
The Impact
Auda'x new identity was deployed in weeks, not months.