North Appointed By ASX To Deliver New Digital Brand Identity

North Appointed By ASX To Deliver New Digital Brand Identity
B&T Magazine
Edited by B&T Magazine
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The ASX has unveiled a new digital brand identity created by digital transformation specialists, North.

The studio was appointed to reinvigorate the ASX brand from its conservative, traditional securities exchange look, to a more progressive and user-friendly interface.

With up to two million users each month, the ASX website is a key source of trusted information for investors, issuers and market participants, and formed the cornerstone of the project.

North was tasked with re-imagining the digital interface and visual language to create a consistent experience framework that expressed ASX’s leadership in technology-led innovation. It created a visual design strategy that optimised the user experience which then informed the overall design.

The new experience features redesigned company pages with rich interactive charting and analysis tools; dynamic market data displays designed to work on any device and smart text and a daily market wrap to track market movers.

ASX general manager, Elizabeth Towler said: “North has delivered an innovative, sleek new progressive visual identity, which is accessible and reflects the values of the ASX. They worked closely with our marketing and digital teams to deliver the website vision and we couldn’t be happier with the result. I have no hesitation in recommending them.”

Ian Howarth, creative director and managing partner at North said: “Going deep into the core values of ASX and their brand personality was crucial to the success of the project. But you also have to step into the shoes of the user to create an interface that’s quickly scannable, easy to navigate and highly reactive.

“The seemingly small elements to any digital platform have an enormous effect on the end results for the user. Calls to action, colour palette, typography and graphic devices all have an impact and must be carefully optimised.”

North launched in 2018 following the merger of Howarth’s North Collective with UX Director’s Chris Abbott’s design sprint company, Lean Design Labs. Both had worked in leadership roles together at Deloitte Digital in Sydney. Since opening, North has led a number of projects from large digital transformations to new product innovations for clients including Virgin Money, Pepper, Australian Institute of Company Directors, Torrens University and Uno Home Loans which recently received a Good Design Award for it’s loanScore tool which was developed in collaboration with North.

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