Caleb & Brown rebrand

Play video
Caleb & Brown rebrand
  • Client:

    Caleb & Brown

  • Industry:


  • Expertise:

    Ambitious scale-ups

  • Visit website

Navigating cryptocurrency with a human-centred approach

Caleb & Brown is the leading cryptocurrency brokerage in Australia. They came to us with ambitions to establish their service model in this emerging asset class worldwide. Through extensive research, we uncovered the Caleb & Brown difference to be their human-centred approach in a tricky-to-navigate asset class — providing stability in a world where everyone has a hot-take. This insight informed the rebrand, giving Caleb & Brown a refresh to differentiate them from their competitors.

Rebranding the world’s leading cryptocurrency brokerage

After years of growth, both nationally and internationally, as a leading cryptocurrency brokerage, Caleb & Brown tasked us to review the brand and ensure it truly represents Caleb & Brown and its offering.

A strategic framework based around people

Extensive research including customer surveys, customer roundtables, and stakeholder interviews indicated the need to provide legitimacy and prove value amongst a tide of get-rich-quick sentiment, market volatility, and speculation. A strategic framework was developed to provide a sense of the future of cryptocurrency. This included the brand message ‘Your cryptocurrency brokerage’, honing in on the importance of the broker-client relationship.

Finding inspiration within their name

The resulting brand identity has strong ties to the new narrative, leaning on the ampersand already found in their name. Caleb & Brown take a human-centred approach to helping clients navigate the opportunities of crypto. This inspired us to bring the ampersand to the fore, using it to represent both relationships and endless possibilities.

By replacing ‘Caleb’ and ‘Brown’ with various combinations of nouns, verbs, adjectives or names, the conjunction ‘&’ allows us to easily identify Caleb & Brown in the sea of crypto exchanges and brokers.

Heroing relationships and endless possibilities

The space between traditional finance and crypto was balanced with navy and a bright pink, paired with clean sans-serif fonts. With a focus on long-term growth and high-quality products, Caleb & Brown’s need for a distinct brand cuts through with a purely typographic visual identity.

The ampersand is seen across print and digital executions. Heroing relationships within Caleb & Brown, relationships with their clients, and the plethora of coins in which they trade, to the different countries their clientele are found.

The ampersand represents both relationships and endless possibilities.

Honing in on the importance of the broker-client relationship.

Cutting through with a bold typographic visual identity.

We are always happy to meet new people. Give us a bell +61 2 9953 7870, email, or kick off a project.