Case 08 / 18
EQX
A crypto brand built to look like it has nothing to hide.
- Sector
- Crypto · Exchange
- Year
- 2022
- Scope
- App · Brand · Website
EQ Exchange launched in 2022. That year several large exchanges failed and took their customers' money with them. EQ's answer was the obvious one: publish the financials, show the fees, prove the reserves. It is also a hard thing to sell, because it is roughly what the exchanges that failed had been saying.
Everyone claims to be the safe one
You cannot win on transparency by claiming it. The word is free and every competitor uses it. It had to show up in the product instead: in what the screen tells you before you ask, and in how plainly the numbers are written.
Start at the name
The work started before the brand, at the name. EQX is short, easy to say in any market, and says nothing about coins or rockets. In this category that is the point. It sounds like a bank, not a bet.
The identity stayed plain on purpose. No gradients standing in for sophistication. No charts showing growth that had not happened.
The app and the website were built the same way, next to EQX's engineers and marketers. Their own design team learned the system while it was being made.
Gev Design wasn’t just a partner. They believed in us and invested in our vision. We trusted them to help us build the best brand and app out there, and they delivered.
It reads like a bank
The name, the brand, the app and the website all shipped. EQX reads like a financial institution rather than a crypto product. In 2022, asking people to move real money onto a new exchange, that was the job.
