Challenge
When I joined, APEXX was an early-stage startup with no defined brand identity. The founders wanted to position the company as an enterprise-level, trustworthy global player, serious enough for large corporations, but approachable enough to build credibility in a competitive fintech space dominated by players like Worldpay and Adyen.
Approach
As Brand Designer (later promoted to Senior Designer), I worked closely with the Head of Marketing and stakeholders to translate their vision into a clear brand identity.
I ran brand workshops with stakeholders to identify core descriptors: enterprise, global, seamless. Conducted competitor and industry research to ensure we stood apart from both startups and established fintech giants. Developed a design strategy focused on trust, global vision, and simplicity, crucial for communicating a complex SaaS product to enterprise clients. Carefully selected colors, imagery, and typography to create a brand that felt serious, credible, and globally scalable.
Execution
With the support of the founders and Head of Marketing, I independently designed and delivered a complete brand identity system (logo, typography, color palette, imagery), alongside marketing and sales assets including LinkedIn campaigns, whitepapers, pitch and sales decks, and event collateral.
Reflection
This project was a real turning point in my career. It pushed me to balance creativity with strategy in a highly regulated industry, while giving me full ownership of building a brand system from scratch. It humbled me, challenged me, and ultimately taught me how to take a startup and position it as an enterprise-level player, a skill that continues to shape my approach to design today.
Thank you for taking the time to go through this project.
You can also visit www.apexx.global for more information.
