Helping ETX Capital rebrand to OvalX, uniting mobile apps, web, emails, and presentations under a fresh, innovative brand.
Company
Oval Money / ETX Capital
London, UK
my role
UX and UI design, product research, design system
Team
Jaci Aricheta, Lucila Garrido,
Anna Tokareva
Year
2021 - 2022
ETX Capital was a UK-based financial services company who offered a range of trading services. In April 2021, it acquired the fintech Oval Money, known for its tools to help users manage their finances through tracking spending, saving, and investing.
After the acquisition, the decision was made to rebrand ETX Capital to OvalX. This strategic move was not just a merge but a repositioning that aimed to leverage Oval Money's innovative financial management tools, thereby broadening the product offerings and enhancing the market position of OvalX (formerly ETX Capital) in the fintech industry.
Challenge
The task at hand was to unify the brands of ETX Capital and Oval Money under the new OvalX brand. This involved rebranding ETX Capital's apps, platforms and customer-facing materials.
Crafting the Brand Guidelines
The team worked on developing the brand guidelines that would become the cornerstone of our rebranding strategy. These guidelines were designed to capture the essence of OvalX, ensuring a consistent brand voice and visual identity across every touchpoint.
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Product Reskin
Creating a simple design system
We developed a small design system. We compiled a set of style guidelines for mobile and desktop platform to assist the development team. Accompanying these guidelines, we provided a detailed handover document to facilitate the implementation process. Below, you'll find an excerpt from the mobile style guideline.
Applying the design system
Starting with low-fidelity wireframes, we mapped out the user experience, gradually moving to high-fidelity designs that incorporated the new brand's visual and interactive elements. This step-by-step approach allowed us to refine our designs continually based on feedback, ensuring alignment with the OvalX identity.
Process was applied to desktop platform
Trader platform for desktop was also updated with OvalX styling.
We had multiple iterations discussing the colours to use for the desktop platform as accessibility became an issue. We pride ourselves in designing for our users and making sure that the information being displayed is clear and visible.
We've also applied this rebrand on other in-house and customer facing creatives
Every piece of material, from marketing emails to the nitty-gritty of legal documents, got a makeover. This required syncing with different teams, ensuring our new brand was consistently communicated at every level. Here are some examples of creatives we produced.
Email designs we created covered multiple customer journeys from onboarding, retention, webinar emails, education, system and marketing email journey. We rebranded different forms to help the CS team, they were application forms, account creation, business and personal account, creating joint accounts, etc.. on multiple languages as well.
Final Thoughts
This case study not only showcases my contribution to a significant rebranding effort but also highlights my commitment to collaborative problem-solving, user-centred design, and continuous learning. As I seek new opportunities to grow as a Product Designer, I'm excited about the potential to apply these principles to create meaningful, impactful design solutions.
