INX Mobile was an early-stage mobile startup looking to establish its visual direction. At this stage, the brand needed a strong starting point rather than a fully developed identity system, so I worked with the client to explore and define some of the core visual ingredients that would shape its future identity.
Year
2024
Client
INX Mobile
The Challenge
INX needed to establish a distinctive visual direction that felt appropriate for an innovative mobile business, while leaving enough flexibility for the identity to evolve as the company and proposition developed.
I started with discovery and concept exploration, sketching a broad range of ideas around the INX name, communication and connection. Working through these early concepts with the client helped us refine the visual direction, focus on the ideas that felt most aligned with the business and discard those that didn't.
The Outcome
The exploration resulted in an initial logo direction, colour palette and typography pairing that established the visual foundations for INX Mobile. The speech-bubble-inspired mark brought together the INX name with a simple visual cue for communication, while the bold blue palette and contemporary typography gave the emerging brand a confident, digital-first character.
Rather than attempting to define every aspect of the brand at this stage, the work provided a clear visual starting point and creative direction that could be built upon as INX evolved.