From implementer to advisor – Fast

EX3 - spinning off to grow

EX3 is a newly established consultancy and SAP SuccessFactors partner from the UK. Spinning off from parent company Veritas Prime to accelerate growth across EMEA and Asia, EX3 advises and implements across HR, Finance, and Payroll. Their ambition is to be seen not just as expert implementers, but as trusted advisors who put technology in the service of people. That ambition, to “enable your vision”, sits at the core of the brand.

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Challenge: a clear shift in perception

EX3 asked us to build a new brand from the ground up, based on the strategic foundation developed with Torchfish. The scope included a full corporate identity, website, and a wide range of everyday assets. The key challenge was to create a fresh visual and verbal system that clearly differentiated EX3 from its parent company while helping reposition the business in a competitive category full of similar claims and similar-looking brands.

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“A blend of strategic clarity and “let’s‑get‑it‑done” energy. We loved seeing our new brand come to life piece by piece, ready for launch exactly when we needed it.”

Sach Dhanjal, Senior Marketing Manager, EX3

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Our insight: a sea of sameness

Our category research confirmed what the leadership team already sensed: many competitors looked and sounded interchangeable. Similar language, familiar visual patterns, and very few distinctive assets made it difficult for brands in the space to stand out.

Our response was to create a more ownable visual system – built around a confident dark theme, disciplined use of color, recognisable motion, typographic contrast, and a central brand device that carries meaning and momentum.

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Solution & impact

From strategy to system

EX3 partnered with Torchfish on brand strategy and naming; we translated that foundation into a scalable identity and content model. Practically, that meant a living design system, modular templates for sales and marketing, and a Webflow CMS that could expand as offerings and insights grew. Tools were chosen for speed and adoption: Figma and Canva for rapid creation and handoff; Relume for wireframing; Webflow for design and CMS; and Semrush to inform the site’s information architecture and on-page SEO.

Positioning & personality

To help EX3 stand apart, we developed a brand that communicates a deliberate shift toward momentum, challenge, and human impact rather than detached expertise. EX3’s positioning is captured in two simple lines developed by Torchfish and EX3: “Putting technology in the service of people. Our mission is to enable your vision.”

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The arrow, a signature you can feel

We built the design system around a single meaningful shape: the Arrow. It acts as a metaphor for movement, intent, and momentum, appearing as a hero form on covers and first viewports, and as a subtler counter-form inside longer content. The result is a visual language that directs attention, structures hierarchy, and works seamlessly across print, presentations, and digital. It is instantly recognisable, even in motion.

Design system details

The logo is bold and minimalist, while the dynamic “X” reinforces direction and pace. The color palette centers on Cloud, Carbon, and Indigo, supported by Violet and a sparing Scarlet accent. Gradients are used with intention, primarily in typography and Arrow highlights. We chose Geist as the core typeface: modern, legible, and flexible enough for both headline and body copy. Image treatments range from light-violet studio environments to soft greys and desaturated natural light; combined in collage, they create a visual world that feels both systematic and human. Motion was considered from the start as part of the system, not an afterthought.

Making it usable

Beyond guidelines, we delivered the tools teams actually need day to day: a full website with blog and events, email signatures, a presentation system, brochure, flyer and report templates, case study formats, and social kits. Each asset was built on the same grid, color, and Arrow logic so internal teams could move quickly without fragmenting the brand. The site launched in phases: first a focused release, then a richer CMS build with Events and Insights hubs as content matured.

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Design-to-launch, fast

Figma + Midjourney + Relume + Semrush + Webflow: our stack for rapid design, SEO-smart information architecture, on-time launches.

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Impact

The new brand launched as a coherent system – distinctive identity, modular templates, and a Webflow CMS – ready for immediate use across sales, marketing, and events. It gave EX3 a bold new presence and a site that works at speed. While it is still early to measure long-term impact in numbers, Sach Dhanjal, Senior Marketing Manager at EX3, summed it up like this:

“Kids efficiently took over from our brand strategy consultants and guided us from brand personality workshops through mood boards, logo creation, website design, and collateral, giving EX3 a distinctive and bold identity and a fully functional site on an aggressive timeline.”

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