Brex

Financial platforms usually grow in predictable patterns but Brex didn't get the memo. In a few short years, they leaped from startup credit cards to a full financial ecosystem powering some of the world's most ambitious companies. Growth that fast creates its own problems, especially when your brand can't keep up.

We've worked with Brex on multiple projects over the years, watching them outgrow their identity in real time. Their products multiplied. Their audience evolved. Their team expanded. When they asked us to refresh their identity system to be flexible enough for a large internal organization but cohesive enough to feel intentional everywhere it appears, we were already intimately familiar with the challenges and opportunities.

A key challenge was color. Orange had always been central to the Brex brand but it hadn’t been handled with consistency. Sometimes punchy, sometimes soft, often paired with black and white in a way that skewed Halloween. Gradients had crept in as a fix, but they didn’t stick. We went through rounds to dial in the primary orange and created a color blocking system that outlines the appropriate color ratios to help guide the team. The result is more consistent application across the board. We can now evaluate when something feels out of balance (and why) much faster.

Curves were another focus. We preserved Brex's iconic logo but its shape language hadn't been fully explored. We made curves a recurring element, weaving them through layouts, type treatments, and photo direction. We used Inter's rounded alternatives to echo that form throughout. Nothing heavy-handed — just enough to keep the visual DNA consistent.

“Seriously optimistic” was an amalgamation of ideas uncovered in the rediscovery process. We pitched it and it resonated immediately. Not as a tagline but as a frame for design decisions. The brand needed to feel smart and credible, but also energetic and forward-moving.

The balance of growth and optimism were considered across all aspects of our work — the tone of brand imagery, the shape of the language, and the composition principles all carry some reference of up-and-to-the-right.

Once we handed off the system, the Brex team ran with it. Seeing the work hit subway platforms in New York, airports in San Francisco, and stadiums in Boston was gratifying but continuing to see their team embrace and build on it has been a real pleasure. The rollout didn't feel like a campaign moment. It felt like momentum.

“The team here is so very impressed and grateful for the drive, hustle, and quality work Studio Freight thew in to get our end-of-year all hands meeting looking so good. It’s beautiful, BEAUTIFUL. I love how the new design system is showing up, it’s fresh and sharp, yet still feels really approachable. I’m sure the team burned some late hours on this one — thank you. We are all very grateful for your work and your partnership. Truly world class.” — Karen Tillman, Chief Communications Officer