ISP: Digital Assets

A new Crypto department needed a face. We gave it one.

Crew

Creative Direction & Graphic Design: Off+brand

Marketing Lead: Fredrik Samanta

Client: ISP Group

The Client

ISP Group is a Swiss regulated securities firm. They had just opened a Digital Assets department. Institutional-grade custody, blockchain services, sponsored access to regulated trading venues. The product was serious. The presentation was not.

The Problem

ISP's existing brand was doing too many things at once. Warm bronze tones next to cold teal. Serif headlines paired with tech-heavy visuals. A color palette that couldn't decide if it was a private bank or a SaaS startup. None of it was wrong, exactly. But none of it held together either.

Launching a crypto offering into that visual environment would have sent the wrong signal. Institutional investors don't move money toward brands that look uncertain.

The Scope

It was narrow by design. Not a full rebrand. ISP needed a sub-identity for their Digital Assets department: something that felt native to the fintech space, coherent enough to build trust, and simple enough that their own team could operate it going forward.

Off+brand's job was to create the system. Not run it.

The Work

The identity is built on restraint. Deep navy as the foundation. Two blues, one dark and structural, one bright and active. A deep purple carried over from ISP's existing brand as the connective thread. The hexagonal motif, drawn from ISP's own logo geometry, became the repeating visual element across all templates.

Typography stayed clean. Hierarchy stayed clear. Every template was designed to communicate without requiring a designer to operate it.

Five LinkedIn posts were produced as proof of system. Welcome post, wealth management, custody infrastructure, trading access, team introduction. Each one distinct in content. Each one immediately recognizable as the same brand.