What makes our refreshed brand ready for growth?

Create a system that teams can extend by connecting the refreshed identity to the assets employees need to use it. For 2X, the refresh began with listening to employees and stakeholders and examining competitors, grounding the brand in the business's ambition to scale.

The 2X visual identity centred on a refreshed logo with dynamic trail lines, extended through iconography, framing and animation. Its verbal identity shifted the conversation from cost-saving to business-building, using direct messaging and playful copy that echoed the company name. Together, the visual and verbal elements gave the refresh a connected expression beyond the logo.

The 2X website was the first application, with content restructured around audience needs and storytelling centred on CMOs. Employee playbooks and social templates supported internal and external use. A 2025 Frontify survey reported by Marketing Beat found that 59% of senior marketers in the UK and DACH said organisation-wide campaign adoption was a challenge. Treat reusable assets as part of the refresh itself, giving teams practical ways to apply the identity across channels.