Upstox Rebrand (2018)

Upstox is one of the fastest-growing discount stock brokers in India, offering powerful, intuitive trading solutions that enable users to trade seamlessly on the go. Prior to this transformation, the brand faced a fragmented visual identity system, resulting in a distinct discontinuity across its consumer touchpoints and marketing channels. The goal of this comprehensive 2018 rebrand was to engineer a unified, energetic visual identity system that bridges the gap between sophisticated financial trading tools and a younger, ambitious class of retail investors.

We moved away from static financial cliches to build a living, breathing design language built around dynamic market movement, charts, and mathematical growth patterns.

The Modernized Identity: The clean, typographic logotype is paired with a striking, circular line-art icon symbolizing cyclical market trends and upward momentum.

The Grid and Pattern Library: To build infinite scaling variety, we designed an expansive set of visual asset blocks. These include technical blueprints, step-staircase growth graphics, sine-wave market cycles, and bold, alternating red-and-blue concentric ring background patterns designed to demand consumer attention.

Structural Typography: Integrating IBM Plex Sans Light and IBM Plex Serif Light into the official "Visual Brand Guide" ensured absolute legibility for dense numerical trading tables while projecting a highly professional, technical authority.

74% Higher Brand Recognition in New Demographics

2.8x Growth in Organic App Store Impressions

82% Positive Customer Feedback on the Rebrand:

86% Spike in Social Media Click-Through Rates:

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