FTX Brand and Marketing
Brand Tone
Originally built by traders for traders, we’re expanding our product line to invite everyone into crypto.
- Invitational
Crypto and the broader future of finance is for everyone. Our brand messaging and advertising content extends the invitation to everyone, regardless of their background.
- Accessible
Crypto doesn’t require advanced degrees or some special skillset. It just requires consideration, time and attention. We work to make crypto feel more accessible to new audiences. This extends to the way our team interacts with customers through public channels like Twitter.
- Playful
We try to keep our tone more playful and want to welcome new people to the crypto space by making it clear that if they’re ready to be interested, it is for them and that it welcomes them.
Modernizing
FTX aspired to be more than just a crypto platform; it aimed to be an open door to crypto for all levels of investors. To achieve this, our design choices weren't just about functionality, but about crafting a brand that supported our brand tone.
Navigating diverse markets and languages while maintaining a singular brand identity was crucial for fostering recognition. This is where meticulous design plays a pivotal role. Consistent layouts and the ‘F’ icon as a wayfinding device served the global brand experience.
