Idealex’s mission is to provide secure and simple cryptocurrency investment options to their customers all over the world by enabling them to send and receive funds in crypto and Fiat currencies. Tasked with developing their brand identity and creation of a user friendly trading platform, I centred the core concept around the idea of financial freedom. The form of the logo becoming an X shape relating to the X in Idealex, also being recognised as a symbol of freedom.
          With freedom in mind the platform needed to be intuitive, easy to use and have a lightweight feel to it. A big part of achieving this was an engaging sign up process that enabled users to explore the platform while the verification process was taking place. A stripped back initial sign up flow gave users access to a simplified personalised version of the platform which prompted them to complete the sign up process.