Moving beyond start-up branding

A brand identity is much more than a logotype and a color palette, but sometimes that’s all a start-up begins with. Such was the case when MEMX, a U.S. equities exchange, approached Thinkso. We took MEMX’s three-page brand style guide and, working closely with its head of marketing, turned it into a robust editorial and visual system. The expansion was designed to signal MEMX’s positioning as a high-tech competitor to long-standing stock exchanges, NYSE and Nasdaq. Then we built out every touchpoint, from a new website to presentation decks, thought leadership materials, videos, branded events, and more. As their agency of record, we continue to conceptualize, write, and design marketing communications for MEMX today.

Laptop screen displaying message “Help us build the exchange of the future, today” in bold white text against a navy background.
“Thinkso has been a valuable partner and an extension of my team. They’ve brought our brand to life in a way that’s both engaging and relevant, ensuring it can adapt to the evolving financial services industry, which constantly impacts new audiences, technologies, and products.” — Sophie Sohn, Head of Marketing and Communications, MEMX
Mobile webpage view of careers section with headline “Build your career, while building the securities technology of the future.”
Mobile webpage view showing core values section with three values: Transparency, Efficiency, and Trust, each with an icon and brief description.

Thinkso created a new website for MEMX to market its distinct business lines—with a structure that can expand to add more. Visit the live site at memx.com.

An animation of various MEMX “X-motifs” we created plays in the background, adding to the site's high-tech and dynamic feel.

Animated sequence of MEMX report covers with varying titles, each featuring bold typography and an “X-motif.”
MEMX’s overview sales sheet, showing facts and stats about the company.
Three slides from the MEMX Market Tech deck showing a title slide, an overview of key advantages, and additional technology details.

White papers, one sheets, eblasts, and presentation templates demonstrate the system’s modern design and flexibility. Thinkso provides on-going editorial services to MEMX; our deep familiarity with the subject matter enabled us to build templates that make the content shine.

Four of MEMX’s social media graphics, commemorating St. Patrick’s Day, new hires, Pride month, and job openings.

We took a vibrant approach to MEMX’s social graphics, turning up the volume on the system’s conservative core to break through the clutter on LinkedIn.

Two bold, colorful MEMX posters: one describing shares traded and the other a “save the date” announcement.
Two pull-up banners for MEMX’s internal Xsite event use bright colors and cheeky copy
White Xsite Spring event badge with blue border and bold navy text, on a navy lanyard.

The expanded identity system includes opportunities to really push the graphics in electric and edgy ways—primarily for internal use or use in client events, which call for more celebratory and engaging visuals.

Branding key internal touchpoints is an important part of keeping staff engaged. Here, we created a unique sub-brand for MEMX’s periodic in-person full-firm gatherings. The wordplay moniker references both “excite” and “off-site.” The orange accent makes it memorable.

With X being MEMX’s primary graphic, there are opportunities to use it in ever-new and unexpected ways. In this holiday e-card, the X becomes stars in the sky, a backdrop for a heartfelt message of connection, collaboration, and unity.