Build a repeatable system rather than isolated launch assets
A refreshed brand needs a central creative idea that carries through everyday communications. For 2X, the refresh began with listening to employees and stakeholders and examining competitors, grounding the identity in the business and its ambition to become the revenue marketing resource centre for B2B businesses.
The refreshed 2X logo introduced dynamic trail lines that also appeared in iconography, framing and animation. The verbal identity shifted the conversation from cost-saving to business-building, with direct messaging and playful copy echoing the "X" in the company name. On the website, content was restructured around audience needs, with storytelling centred on CMOs. Employee playbooks and social templates extended the identity into internal and external communications.
The practical lesson is to specify both the brand's shared design and language and the assets colleagues will use to apply them. A 2025 Frontify survey, reported by Marketing Beat, found that 61% of senior marketers in the UK and DACH said they struggled with global-to-local brand governance. Reusable assets belong in the refresh brief, not just the launch plan.
Sources: The 2X Effect: A Brand for Marketing’s Next Power Move