Luxhub

Bold brand and website for pioneering fintech brand

Working closely with fintech brand, Luxhub, we were commissioned to create bold new branding and a website that would help to position them as a true pioneer in the open finance market.

Founded in 2018 by four of the major banks in Luxembourg, Luxhub has quickly become a leading European Open Banking API Platform. At the forefront of open finance they are a key proponent of the European financial sector’s evolution towards Open Banking.

Technology Brand & Digital
UI Design Discovery Brand Strategy Visual Identity Collateral UX Design Website Development
Previous Luxhub brand identity. Various examples of the visual identity including logo, typography and graphic elements portrayed in a number of rectangular and banner formats. The Luxhub logo is shown as three interlocking diamond outlines - the outer two are white, the central is green and yellow. Its wordmark is written in all caps. Three of these examples show the logo and wordmark with white text underneath. These have a black, blue or blue/green gradient background and green accents for buttons. There is an example of an overlapping square outline graphic element in the top right example. Underneath these are a series of banners or square screenshots. To the left are two banners showing a blue background with triangular graphic elements in green or yellow. These colours are mirrored in the headline text and buttons with information on 'Luxhub One' and 'Promoting your APIs'.To the right of these, are four examples of the careers section, featuring job roles, a yellow suitcase icon and the overlapping square graphic element on a white background. The lower examples show vector line-art style illustrations of a globe with arrows circling it and a rocket, in a , on a white background. Next to these is information on 'Payment information' and 'Luxhub One'. the lower right side shows examples of vector line-art style icons, including a computer, padlock and process diagram in either a yellow, right or blue.

The world of open finance is complex and ever-evolving. We were brought on board to help design a visual identity for the brand that helped to make sense of the world of open finance.

The main objective was to position the business as a leading figure in the open finance sector whilst appealing to a broader, more dynamic customer base across Europe and beyond.

Using the original brand logo as a starting point, we added an extra square to represent the four founding banks and altered the composition of the squares to represent an ‘X’. A strong graphic mark that implies connectivity with the interior negative space – representing a central hub.

Luxhub typography. The alphabet is written in capital and lower case letters across three lines in the Surt Regular Extended typeface. Underneath this the alphabet is written in all caps across one line in the Surt Light Extended typeface. Each alphabet is in white, the typographic weight (in smaller letters) is in dark blue, all on a blue background. Luxhub sign mock up. A white 3D Luxhub logomark and all caps wordmark are shown at an angle on a mid and light-grey textured background that resembles stone. The Luxhub logo represents an 'X', created by four squares, all connected in the centre by an interior negative space.
The Luxhub app icon and iPhone mock up. Two images side by side, showing the Luxhub app icon to the left and a cropped iPhone mock up to the right. The Luxhub icon is represented by a green 'X', created by four squares, all connected in the centre by an interior negative space, which is shown in dark blue. The icon sits within a dark blue square with rounded corners, on a green background. The cropped iPhone is on a dark blue background. It includes the headline 'Working together to build the future of Open Finance' in white text across three lines at the top of the screen. Behind this is a dark blue background scattered with different sized white, blue, green, and occasional orange squares, rectangles and dots in a grid-like arrangement - creating a pattern reminiscent of data visualisation. Underneath this is the green and dark blue app icon, with Luxhub heading. A dark blue 'Contact Us' button, icons for 'Like, Following, Message and More', and a '4.7 star business rating' sit below this on a white background.
Luxhub business card mock up. Two dark blue business cards on a blue surface lean against an angled dark blue wall. The business cards are predominantly dark blue in colour. The left card features the Luxhub logomark in green, with a white all caps wordmark to its right. The Luxhub logomark is represented by a green 'X', created by four squares, all connected in the centre by an interior negative space. Around the outer half of the card there is grid-like pattern made of different sized white, blue, green, and occasional orange squares, rectangles and dots. The card on the right has the Luxhub green logomark in the top left corner. Along the centre of the card the name 'Jacques Pütz' is written in white. Underneath this in smaller green all caps text is the title 'Chief Executive Officer', and then two columns of smaller white text details contact information in two columns. The grid-like pattern described above runs along the right side of the card.

We used illustration to help demystify Luxhub’s financial products and streamline the overall user experience. We developed a series of illustrations with Argentina-based illustrator, Mauco Sosa. These act as mini ‘user guides’ and help usher users through Luxhub’s various SaaS products.

Luxhub project page desktop mock up. An Apple desktop computer sits on a light wooden desk. On the desk, there is a bonsai tree, an abstract curved cream light, a keyboard, mouse and mobile phone. A low rattan chair with a black metal frame is in front of the desk. A thin slatted wooden wall forms the backdrop to the image. The computer screen highlights the Luxhub product page. It features the headline 'Simple Integration via One API', in white text, with smaller descriptive text in dark blue underneath. The dark blue version of the Luxhub logo is in the top left of the screen. The logomark is represented by an 'X', created by four squares, all connected in the centre by an interior negative space. The workmark is written in all caps text next to it. To the right of the screen an illustration represents four different layers interacting. The illustration style consists of a 3D black and white line-art style - some elements include a shadow and are coloured in white. The website has a blue background, white and dark blue text, and green accents for buttons.
Luxhub iPad mock up. A person in a dark-coloured jumper is shown holding an iPad with two hands in front of a light grey textured background. Under the heading 'The network for enhanced financial services', the iPad screen features four areas of the site shown in different rectangular shapes, including 'Browse the marketplace', 'View all products'. Each of these as a related simple flat-graphic style illustration in green, blue, dark blue and white, which uses various shapes to create symbolism and meaning. Below these, additional text for 'Compliance for banks and financial institutions' indicates that there is more to read below.

Rebrands are rarely straight forward, so having such an adaptable, willing, and communicative agency on board is crucial. The response – both internally and externally – has been great and we now feel far more ready to tackle the next chapter of our growth as a company.

Matthew Sarson, Marketing Manager, Luxhub

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