Summary

Pentagram has successfully executed a strategic rebranding for OSL, a pioneering digital asset trading platform based in Hong Kong. The rebranding aims to enhance OSL's market presence and appeal to both retail and institutional investors, distinguishing it from competitors like Binance and Coinbase. Key features of the new brand identity include a cohesive visual language that emphasizes innovation, accessibility, and long-term wealth-building, anchored by a streamlined wordmark. The collaboration reflects OSL's dual role as an innovator and steward in the digital asset space, creating a brand that aligns with contemporary market trends while reinforcing its commitment to security and trust. The rebrand has energized OSL's internal culture and has been positively received by clients and partners, showcasing the transformative impact of design on business.