Benjamin Thornton

Helping re-brand the new Fintech on the block.



Oxygen Branding


Problem
Most banking fintech companies tend to play it safe and within possibilities. Oxygen wanted to break this and become the 'Hypebeast' of the banking world, creating not just a brand, but a lifestyle.

Solution
To create a brand that broke convention. Through the use of dynamic graphics, high fashion imagery and a larger than life attitude to banking.

Brand identity / Editorial / Icon design / Brand roll out / Motion design




When designing the logo and icon, me and the team worked with Sharp Type, to create a custom weight of the font Trois Mille. Designed to fit perfectly alongside the new Oxygen icon. Or the ‘Squircle’.

Icons were incorporated into the branding to delineate the various levels within the bank. These open up different lifestyle benefits, financial tools and exciting rewards with each level. Using a high-fashion aesthetic, they symbolise the elements Earth, Water, Air, and Fire, becoming a distinctive part of the identity.

Team
Creative Directors: Jeff Knowles, Nick Hard
Designers: Jeff Knowles, Ben Thornton

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©Benjamin Thornton