Based in Hong Kong and backed by Asia's leading public fintech and digital asset company, OSL has established itself as a pioneering digital asset trading platform. It is the world's first insured and SFC-licensed digital asset platform, fully compliant with regulatory requirements and committed to the highest security standards.

Despite being an early participant in the crypto space and offering cutting-edge technology, OSL was often perceived as part of the traditional finance (trad-fi) institutional sector. This perception did not fully align with OSL’s broader vision or its dynamic, innovation-driven approach. To address this, OSL asked Pentagram to develop a confident and energetic new brand identity—one that would differentiate it from competitors such as Binance and Coinbase while appealing to both retail (consumer) and institutional (business) investors.

Building on OSL’s role as a pioneer in the industry, the brand strategy focused on enhancing its presence, refining its voice, and striking a balance between institutional credibility and retail accessibility. The goal was to create a distinct and versatile brand identity that could be quickly implemented and seamlessly adapted across different languages and cultures.

At the heart of the project was the idea of the generational investor—someone who recognises and seizes opportunities to build long-term, resilient wealth. The streamlined wordmark was designed to allow the colour palette and geometric graphic language to take centre stage. The bold and cohesive colour scheme aligns with trends in the digital currency sector while ensuring OSL stands apart from its competitors.

A distinctive set of brand assets was developed, inspired by the curves in the wordmark. The 'wave' elements serve as abstract references to market charts, symbolising energy and momentum, while the 'window' assets represent access and opportunity, evoking the idea of new possibilities opening up. These elements were carefully crafted to reinforce OSL’s position as both an innovative and trustworthy leader in the digital asset space.

All assets were designed to communicate simplicity and dynamism, making a compelling statement to OSL’s diverse customer base. The implementation extended across a broad range of physical and digital touchpoints, including office signage, merchandise, printed materials such as business cards, letterheads, brochures, annual reports, and posters, as well as digital assets for social media, the OSL website, and the OSL app. Together, these elements form a cohesive visual identity that strengthens OSL’s brand presence and reinforces its commitment to innovation and accessibility.

Kevin Cui, CEO of OSL adds: “The best brands tell stories that inspire action—and Pentagram helped OSL craft ours. Internally, the rebrand has energised our culture, uniting teams around a shared vision of leadership in digital assets. Externally, clients and partners have applauded the identity’s modernity and approachability, reflecting our dual role as innovators and stewards. Pentagram’s contribution went beyond aesthetics; they embedded strategic rigour into our voice, visuals, and values. Their ability to distil complexity into simplicity has strengthened our market position, making OSL not just seen but understood. This collaboration is a powerful reminder that great design is a catalyst for business transformation.”

Through this strategic rebranding, OSL has successfully repositioned itself as a dynamic and forward-thinking player in the digital asset industry. By blending institutional credibility with a contemporary, high-energy aesthetic, the new identity ensures that OSL stands out in an increasingly competitive landscape while continuing to build trust with investors.