Freetrade’s product innovation was key to their success, both past and future. Our strategy zeroed in on this, with ‘A New Dawn of Investment’ synthesing both the sophistication of the product and the forward-looking ambition of the company. It underpins a more immersive and scalable brand experience built around a clear idea.

Expressive gradients inspired by sunrise and sunset convey a financial future full of potential. The digital-first palette offers vibrant and distinctive colorways, coming to life through cinematic animation reminiscent of aurora displays and planetary movement. Paired with confident and elegant typefaces, the graphic language feels simultaneously futuristic and optimistic.

We developed a design system that flexes seamlessly across the entire Freetrade website and all-important app experience. Certain elements, like 3D illustrations that feel celestial in nature and UI moments that reflect the energy of space, help to connect marketing and product applications, building brand consistency.

The year following the roll-out of the brand refresh saw the business acquired by The IG Group, testament to the quality of people and technology at Freetrade. Satisfyingly, the strength of the brand was highlighted in all the subsequent press and investor rationale— noting its ability to drive demand, preference and loyalty in an ultra-competitive market.