## Overview
As the marketing lead for StraitsX, I led the comprehensive brand refresh by partnering closely with a brand agency to strategically develop the brand narrative, positioning, and visual identity. This collaboration culminated in the creation of a new StraitsX brand logo and distinct logos for the stablecoins offered by StraitsX, including the XSGD coin. Simultaneously, I worked with our internal product team to relaunch the platform's user interface, ensuring the new brand guidelines were seamlessly integrated into the refreshed user experience.

## Background / Challenge
Since its launch in October 2020, StraitsX had experienced rapid growth, surpassing SGD 2 billion in digital asset-related transactions in 2021. The platform required a refreshed brand identity to reflect its maturity, leadership in the market, and expanding product suite, including the XSGD stablecoin and enhanced API services.

The key challenge was to craft a cohesive brand that effectively connected the traditional fiat financial system with blockchain-based digital assets, while elevating user experience and accessibility.

## Approach
- **Brand Strategy:** Collaborated closely with a brand agency to develop the brand narrative and positioning, integrating the symbolism of Southeast Asia’s strategic straits to represent StraitsX’s mission as a bridge connecting traditional fiat finance with blockchain-based digital assets.

- **Visual Identity Refresh:** Directed the creation of a refreshed visual identity, including the new StraitsX brand logo and distinct logos for the stablecoins, such as the XSGD coin featuring an "X" symbol with equal borders to signify one-to-one parity with the Singapore dollar. 

- **Marketing Rollout:** Worked alongside the internal stakeholders and teams to relaunch all touchpoints, including the website, physical collaterals, and the platform’s user interface, embedding the new brand guidelines through updated colors, typography for enhanced readability, and streamlined navigation to improve user experience.

- **Brand Deployment:** Led the rollout of the new brand identity across all customer touchpoints, including digital platforms and marketing communications, ensuring consistency and clarity in messaging.

## Impact / Results
- **Successful Brand Launch:** Coordinated deployment across all digital channels, platform UI, APIs, and marketing communications.
- **Elevated Recognition:** Strengthened visibility and credibility among retail and institutional audiences.
- **Reinforced Leadership:** Positioned StraitsX as a professional, trustworthy leader in digital payments and stablecoins.
- **Integrated User Experience:** Improved user confidence, engagement, and adoption through consistent brand application across platforms.

<br>
<small> Disclaimer: <br>
This case study is presented for illustrative purposes only. The work described reflects my personal contributions and perspectives during my tenure at StraitsX and does not necessarily represent the views, strategies, or official communications of StraitsX. All information shared is based on publicly available details and does not disclose confidential, proprietary, or sensitive data. </small>

Relaunched the StraitsX brand and UI relaunch.