With You and Egg’s identity for Index Exchange upholds the ad marketplace’s focus on technology
Sydney-based design agency With You have collaborated with global ad marketplace Index Exchange on their kinetic rebrand, highlighting the company’s vibrant future through the use of technology, as well as the notion of growth. Designed in tandem with Egg Agency, an arrow acts as a graphic device to highlight as such; alongside overarching themes of momentum and collaboration through repeated elements and candid compositions.
The brand’s wordmark also incorporates the arrow, appearing in a stacked arrangement set in Pangram Pangram’s sans serif Neue Montreal. “We chose Neue Montreal for its utilitarian, digital-first features,” With You tell us, “as we felt it encompassed their dedication and attitude,” existing primarily within a virtual space and appropriately focusing on technological content. “Söhne Mono nods to hypertext markup language,” they add, recalling the use of Klim Type Foundry’s monospaced sans as the secondary typeface, “and celebrates their enormous team of product engineers.”
Seeking to alienate Index Exchange’s identity from the aseptic tone of technology, With You introduced a warm colour palette; one indicative of the amenable hues found in nature. The use of evergreen, dusk and stone provide a softer touch, contrasting the stark typographic application and providing the identity with a layer of approachability.
Taking this one step further, With You collaborated with Madison van Rijn to provide the identity with characterful illustrations, instilling a playful style to further contrast the rigidity of the type and composition. “At the heart of Index Exchange is its employees,” With You recalls, “and we felt it was important to put people at the forefront of the brand,” especially in the context of technology’s complexity. “Using simplistic and human-based sketches helped to improve relatability when communicating product features and solutions,” they conclude, “Madison’s sketch style brings forward a friendly tone and serves as a tool to speak to Index Exchange’s character as a company.”