2X
The 2X effect: A trailblazing identity for marketing’s next power move
2X was making waves as a category-creating business, helping CMOs do more with less by providing marketing support as a service. But its big ambition created a new challenge: how to raise its profile from a behind-the-scenes operator to a front-and-centre growth partner, while ensuring the spotlight stayed well and truly on the customer.
Today’s CMOs are under more pressure than ever to deliver bigger results with shrinking resources. 2X needed a brand identity that wouldn’t just capture their attention, but their imagination, too.
With a proven delivery model and nearly 1,000 employees across Malaysia and the Philippines, 2X was ready to scale. It had a powerful vision: to become the revenue marketing resource centre for B2B businesses. Now it needed a brand to match.
From category creator to boardroom catalyst
Our challenge was to refresh the 2X brand from the ground up. To sharpen its strategy and embolden its presence around a big creative idea that would speak directly to modern CMOs.
This meant getting under the skin of the business, listening to employees and stakeholders and interrogating the competition. Our initial strategic exploration formed the foundation for an organising idea that could energise every channel, starting with the website and rolling out into a comprehensive toolkit for growth.
The CMO’s secret weapon
We landed on an insight that was simple but powerful: 2X gives CMOs superhuman capabilities.
Amidst a flood of demands to deliver, and spiralling cost pressures, some marketers are still managing to achieve great things. They’re getting bigger results without bigger budgets; they’re scaling teams without increasing headcount. They’re working smarter, not harder – with 2X.
We wanted to spotlight the value 2X delivers – and the impact its clients feel – by revealing the invisible power that helps CMOs do the (seemingly) impossible. We named that power the 2X effect.
Our creative concept captures 2X’s ability to double down on results while lightening the load for marketing leaders. It infuses the brand with energy, optimism and a touch of intrigue – striking a balance between strategic credibility and bold ambition.
It gives marketers everywhere a new way to see themselves: not as operators, but as business leaders. And for 2X, it’s a rallying cry that unites clients, prospects and employees around a common purpose: unlocking extraordinary impact through an entirely new marketing model.
Trailblazing by design
2X is redefining how B2B marketing gets done. We needed a visual identity that reflected both its professionalism and its pioneering spirit.
At the heart of the system is a refreshed logo, where dynamic trail lines suggest movement, direction and forward momentum. Like the brand itself, the mark is always in motion, signalling progress, agility and growth. It leaves an impression, just like 2X people.
Our design language builds on this sense of propulsion. Its clean, bold aesthetic and purposeful use of negative space reflect efficiency, while the rounded forms of the trail lines are woven through the visuals – iconography, framing and animation – to reinforce 2X’s role as a thoughtful pioneer; someone who’s one step ahead, bringing others along for the journey.
“This is a great example of how we thread a narrative through strategy, content and design. From our brand platform, positioning 2X employees as “thoughtful pioneers” (trailblazers), to the trail lines in the logo and the imprint they leave throughout the identity, to the way “the 2X effect” articulates the impact clients feel: every element is grounded in the same story. It’s a powerful creative hook for us but an even stronger theme for the brand.”
Rose Stewart, Design Director
Verbal explorations
We knew the verbal identity had to work just as hard to reframe perceptions and shift the conversation from cost-saving to business-building. We had to empower the brand to speak with authority and ambition.
Messaging is direct and dynamic. Headlines like “Building capacity without growing your headcount? That’s the 2X effect” capture the unfathomable impact of 2X in a single line. A second verbal approach gets playful with copy that echoes and emphasises the “X” in the company name. Do something extraordinary. Create exceptional growth. Exceed expectations.
Whether we’re targeting a time-poor CMO or a high-performing job candidate, the copy always reflects 2X’s unique proposition: strategic rigour, creative excellence and the power to change the game.
Exemplary web experiences
The website was our first proving ground. We put the audience first, structuring content around their needs, challenges and goals. We reimagined the user experience to feel intuitive, fast and rewarding. We introduced storytelling that puts CMOs at the centre: not just describing what 2X does, but demonstrating what it makes possible.
We created a suite of assets to activate the brand internally and externally: from employee playbooks and brand guidelines to social templates and bespoke pictograms. It’s a system designed to scale, just like the business it represents.
The future of marketing
From Malaysia to Manila, from creative to operations, every 2Xer can now rally behind a single, unifying idea: the power to change the future of marketing. 2X isn’t just doing more with less. It’s helping marketers do what was previously impossible – and making it feel effortless.
The 2X effect isn’t just a clever idea. It’s a new way forward.
