NEX
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Agency
Thinkfarm
Role
Lead Brand Design
Lead Motion Design
Art Direction
Brand Architecture
Awards
Transform Awards, Europe 2018
Gold – Best brand architecture solution
Silver – Best financial services visual identity
Bronze – Best brand implementation project
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Background

ICAP is a global financial markets operator – was in the process of selling its voice broking business to its main competitor. 


Opportunity

ICAP required a new name and visual identity as the ICAP brand would transfer with the sale.

The remainder of the business would become a global financial markets operator focusing on financial technology.
The new name we chose was NEX.
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Solution

An elegant graphic world based on the curves of the logo that support the brand attributes of being fast, agile and innovative whilst being lean, efficient and growing.
NEX, brand identity, logo, brandmark
NEX, brand identity
ICAP old logos
Previous brand architecture was pluralistic.
ICAP logo used, with all other businesses using different names and logos.
NEX new logos

When ICAP became NEX, a monolithic brand architecture was put in place to strengthen the NEX name.

NEX Business cards, branding, visual identity
NEX branding, visual identity
NEX window graphics branding, visual identity
NEX screens in Times Square NYC
NEX signgage – branding, visual identity
NEX branding, visual identity digital screen
NEX mug branding, visual identity
branding, visual identity
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Client 
ICAP 

Agency 
Thinkfarm

Creative Direction
Mark Norton

Strategic Direction
Stephen Izatt

Production Direction
Mike Warry

Lead Brand Design / Art Direction / Lead Motion Design
Andy Lawrence-Levy
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