Branding agency Thisaway have rebranded positive investment platform Ethex, developing a new brand story and playful new identity.

Ethex is the UK’s leading online positive investing platform. Their mission is to solve the greatest societal challenges with people powered finance. But as technology platforms have become more ubiquitous, and mission-led companies go mainstream, Ethex was confronted with new competitors in its core markets.

Thisaway helped Ethex define a new narrative with the aim of attracting audiences that aren’t as familiar with the positive investment sector or the offers and opportunities within it.

In a world where traditional investment vehicles rarely steward your money with the care you took in earning it, Thisaway built a brand positioning around an accessible ethos which promotes positive change and empowers people to channel their money into a powerful force for good. ‘Ethical Extraordinary Investment’.

Thisaway translated this positioning into an external facing line that didn’t sniff of complexity or lean too far into worthiness. ‘Make Money Do Good’ is a strapline that gets to the heart of the Ethex vision and intention.

Ethex is not a faceless, corporate investment house. It is run by a dedicated team of passionate individuals who want to help investors use their money in line with their values. Thisaway reflected this human approach in the brand identity by creating ‘Bucky’ a playful, energetic brand mascot.

To increase the warm and friendly feel of the brand, Thisaway developed an illustration style that compliments the brand mascot, and investors feature prominently in the brand photography. The brand language also reflects this approach, talking in a warm and engaging way whilst also conveying a level of trust that your money is in good hands.

With the identity in place, Thisaway worked with online investment specialists ShareIn to rethink the entire platform to ensure user flows and the investment process itself were engaging and simple.