Refreshing The Original


Proposed E*TRADE Brand Refresh

Agency: MullenLowe
Role: Brand Design









E*TRADE was the original disruptor of the financial industry, but faced new pressure from big banks and young startups alike.

We needed to evolve E*TRADE from a technical trading tool to a personalized financial partner, without losing the bold and abrasive tone of voice that made the brand beloved in the first place.












The triangular grid incorporates the angles of the E*TRADE logo and acts as the base for all geometric patterns.







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