E*TRADE was the original challenger brand of the financial industry. But over time, the financial services market became saturated, resulting in new competition from both big banks and small startups alike. In order to remain relevant, E*TRADE had to rediscover its unique voice.

Our task was to refresh the E*TRADE design system by rediscovering what made the brand so iconic. Taking advantage of the new typeface and color palette provided by the internal E*TRADE design team, we created a new system that put all the pieces together, which amplified the geometry of the original logo.