2XThe 2X Effect: A brand for marketing's next power move
- Service
- Brand strategy
- Brand identity refresh and website
- Industry
- IT & Consulting
2X was making waves as a category-creating business, helping CMOs do more with less. But its ambition raised a challenge: how to move from a behind-the-scenes operator to a front-and-centre growth partner, without losing focus on the customer.
Challenge
Today's CMOs face more pressure than ever to deliver bigger results with shrinking resources. With a proven delivery model and nearly 1,000 employees across Malaysia and the Philippines, 2X was ready to scale, with a powerful vision: to become the revenue marketing resource centre for B2B businesses.
It needed a brand identity that wouldn't just capture CMOs' attention, but their imagination, too. Our challenge was to refresh the 2X brand from the ground up, sharpening its strategy and emboldening its presence around a big creative idea that would speak directly to modern CMOs.
That meant getting under the skin of the business: listening to employees and stakeholders, and interrogating the competition to build a foundation that could energise every channel.
Insight
We landed on an insight that was simple but powerful: 2X gives CMOs superhuman capabilities.
Amid a flood of demands and spiralling cost pressures, some marketers are still achieving great things, delivering bigger results without bigger budgets, 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. It gives marketers a new way to see themselves, not as operators, but as business leaders, and it's a rallying cry that unites clients, prospects and employees.
Solution
We built a visual identity that reflects both 2X's professionalism and its pioneering spirit. It centres on a refreshed logo where dynamic trail lines suggest movement and forward momentum, woven through iconography, framing and animation to reinforce 2X's role as a thoughtful pioneer.
The verbal identity works just as hard, shifting the conversation from cost-saving to business-building with direct, dynamic messaging and playful copy that echoes the "X" in the company name.
The website was our first proving ground: we restructured content around audience needs, reimagined the experience to feel intuitive and fast, and introduced storytelling that puts CMOs at the centre. We also created a suite of assets, from employee playbooks to social templates, to activate the brand internally and externally, a system designed to scale like the business itself.
Rose Stewart, Design Director, The FrameworksThis 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.
