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2023

Anex

Anex

Anex

Discipline

Brand Identity

Sector

Information Technology

(Overview)

Cybersecurity is a category where trust is paramount, and that trust needs to be earned at every touchpoint. For Anex, a challenger brand in a space dominated by jargon and generic design, my goal was to create an identity that was both sophisticated and confident. The brief was clear: signal trust, technical competence, and modernity without ever feeling cold or corporate. This wasn’t just a visual facelift. It was about creating a brand system that could carry the weight of sensitive, high stakes work and communicate it with clarity, authority, and restraint.

The creative direction centred around a refined palette of deep purple and black, a deliberate move away from tech’s typical blues and gradients, combined with a bespoke set of infographic visuals that expressed information movement: dynamic, fluid and intelligent. These motion inspired graphics formed the backbone of the brand’s visual storytelling, helping to explain complex systems in an elegant, structured way. Vibrant, high contrast imagery was carefully selected to show the real world application of cybersecurity, protecting people, not just data, reinforcing the human side of trust and protection.
This is the kind of work where I can make a real difference, not just designing logos but building creative systems that grow with the business. Working closely with the leadership and marketing teams, I developed a brand identity that extended across strategy, visual language, social templates, and web direction. The result was a distinct, modern brand that brings clarity to complexity, one that doesn’t just look the part but actively earns the trust of its audience.