Creative Director · Former Partner
We came into this with a deep understanding of how their identity system was actually functioning across teams because we had to work with it ourselves.
Orange is such a strong, high-chroma colour that its perception depends heavily on the context.
Brex isn’t a playful brand – they’re dealing with money, and money isn’t a joke – but they also didn’t want it to feel humourless or stiff.
As with every project, we looked for ways to build real emotional connections. In this case, that meant diving deep into crypto degen meme culture.
By acknowledging that chaos, the brand connects with its users in a way that feels real.
Studio Freight has unveiled a comprehensive rebrand and new website after years of intentionally maintaining a low profile. Founders Clayton Fuller and Aaron Marks describe the shift as a way to repay their 'brand debt' and better represent their team and philosophy of 'brutal elegance.' The new identity introduces a horse-and-key logo, refreshed typography, and articulated principles that define their collaborative and strategic approach.
Studio Freight refreshed Brex’s brand identity after years of collaboration, addressing inconsistencies in colour and shape language. The rebrand refines the use of orange, introduces a balanced neutral palette, and extends the brand’s curved motif across typography and layouts. The result is a flexible, principle-driven system that reflects Brex’s ‘seriously optimistic’ tone.
Studio Freight rebranded crypto trading platform Bullpen with a bold, chaotic identity inspired by the culture of crypto meme communities. The new design replaces the detailed bull logo with simplified horns, uses ABC Favorit typeface, and introduces stickers and chat bubble motifs to reflect the energy of online trading spaces. The result is a playful, authentic system that embraces the volatility and humor of crypto culture.