The studio was brought in to work on the project at a time, it says, when the need for a “trusted, modern digital privacy and security brand” has never been greater. It was briefed to help reimagine digital protection in a more accessible, personable way and design new branding that would withstand the next phase in ExpressVPN’s planned growth.
A key aspect of the project was to move away from competitor brands’ “negative, fear-inducing language” and technical jargon. Instead, it looked to position the brand as positive and relatable ahead of its imminent rollout of new features and technologies.
A key element of the rebranding is the newly developed icon and wordmark. These were crafted to be impactful across small digital applications such as app icons and affiliate sites. More generally, the visual identity is inspirited by how we interact with digital devices: the foundation of the brand system is based on six key gestures—swipe, drag, pinch, push, rotate and shake.
DesignStudio worked on the project with the various ExpressVPN teams worldwide and described the final design system as “lively, positive and mature.”