A World of Potential case study image

Introduction

Brand strategy and positioning
Brand portfolio and architecture
Naming strategy
Identity design
Logo creation
Brand Messaging
Tone-of-voice
Brand guidelines

Pangea is working to eliminate currency risk for businesses. Until now, currency hedging has been opaque and limited to the biggest companies. But that’s all going to change. To launch Pangea’s innovative proposition, we were asked to create an identity that matched its bold vision.

Brand colour palette grid with eight swatches labeled Warm Orange, Open Bill, Note Green, Space Black, Solid Slate, Story White, Smart White, and Future Green, each listing its RGB, CMYK, and hex values. Color palette grid for the Pangea brand, showing swatches labeled Warm Orange, Open Bill, Note Green, Space Black, Solid Slate, Story White, Smart White, and Future Green, each with RGB, CMYK, and hex values listed.
Typography specimen slide for the Suisse Int'l typeface, showing Light, Regular, and Medium weights with sample alphabets, numerals, and large letters A, B, and C. Brand style guide page showing the Suisse Int'l typeface in Light, Regular, and Medium weights, with alphabet samples and large display letters A, B, and C.
Gray fabric-bound book box for Pangea with a translucent amber acrylic slipcover featuring an abstract wavy line pattern, the Pangea logo and "A World of Potential" printed on the spine. Dark gray Pangea presentation box with an embossed logo and puzzle-piece cutout, topped with a translucent amber slipcover featuring a white wavy line design.
Close-up of a ring-bound Pangea presentation, showing an orange panel reading "The future is inclusive. This is your invitation." layered over a black-and-white photo, next to a sage green page titled "A World of Potential, Connected." Close-up of a ring-bound presentation mockup for Pangea, showing an orange wave graphic layered over a black-and-white photo, with the headline "A World of Potential, Connected" and the line "The future is inclusive. This is your invitation."

Naming strategy

Originally known as Hedgedesk, they had an expansive roadmap that was limited by the focus of their name. So our first task was to plot how a new identity would help them navigate towards a robust brand architecture in the future. The company’s global aspirations provided the creative inspiration we needed. Hello, Pangea.

Large banner hung on the side of a city building for Pangea, showing an illustration of two cupped hands holding a line of walking people, with the text "The Future is Inclusive," the tagline "A World of Potential," and the Pangea logo. Large building-side mural on a city street reading "The Future is Inclusive," showing an illustration of two cupped hands holding a line of walking silhouetted figures, with the Pangea logo and the tagline "A World of Potential" below.

Brand messaging

With a name locked in, next up was story. Pangea could speak about its AI and deep learning innovations, but their underlying motivation is more captivating. Pangea is fundamentally changing commerce. It’s unlocking a borderless market. We landed on: A World of Potential®.

Tilted tablet screen displaying a website design with the headline "Building a Borderless Economy," a currency exchange ticker bar, and a hand-drawn map graphic, propped on a dark concrete block. Tablet screen displaying a Pangea website design with the headline "Building a Borderless Economy," a currency exchange rate ticker, and a hand-drawn map graphic.
Smartphone standing upright on a concrete ledge against a black background, displaying the Pangea logo and wordmark on an orange screen with Login, Search, and Contact menu links below. Smartphone standing upright on a concrete ledge against a black background, displaying the Pangea app's orange splash screen with a circular woven logo and a menu listing Login, Search, and Contact.
Three Pangea business cards in sage green, orange, and black leaning against each other on a textured concrete surface, each embossed with the Pangea wordmark. Three Pangea business cards in sage green, orange, and black, each with a debossed Pangea logo, standing upright against a textured concrete wall.
Three outdoor billboard mockups for Pangea standing on a city plaza, each in a different color (cream, orange, yellow-green) with a starburst graphic and the headline "A World of Potential." Three illuminated outdoor billboards displaying Pangea branding in a plaza, each with a different colored starburst logo mark on cream, orange, and yellow-green backgrounds, with the tagline "A World of Potential."

Identity design

When combined with a bold color palette and versatile typeface, Pangea’s identity now matches its vision. From social to outdoor, English to Arabic, and anything in between, Pangea flexes its all-inclusive message to any channel. Bring on the future, we say.

With three interlinked layers, the logo announces Pangea’s intention to unify the globe like never before. This is complemented by three unique icons to showcase each of their optimistic values ––connected, inclusive, bright.

Pete Morris – Creative Director

Bus shelter billboard at night reading "The Future is inclusive. This is your invitation." with the Pangea logo, a globe emerging from clouds atop stacked coins, and light trails from passing traffic in the foreground. Backlit bus stop billboard at night displaying a Pangea ad reading "The Future is inclusive. This is your invitation," with a globe emerging from clouds above stacked coins, and red light trails from passing traffic in the foreground.

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