Refreshing The Original
Proposed E*TRADE Brand Refresh
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.