Patrick Torres
Creative Director, Former Partner
In their own words
We came into this with a deep understanding of how their identity system was actually functioning across teams because we had to work with it ourselves.
Orange is such a strong, high-chroma colour that its perception depends heavily on the context.
Brex isn’t a playful brand – they’re dealing with money, and money isn’t a joke – but they also didn’t want it to feel humourless or stiff.
As with every project, we looked for ways to build real emotional connections. In this case, that meant diving deep into crypto degen meme culture.
By acknowledging that chaos, the brand connects with its users in a way that feels real.
Articles & interviews3
- Studio Freight Ends Years of Secrecy With Rebrand and New Site
Studio Freight has unveiled a comprehensive rebrand and new website after years of intentionally maintaining a low profile. Founders Clayton Fuller and Aaron Marks describe the shift as a way to repay their 'brand debt' and better represent their team and philosophy of 'brutal elegance.' The new identity introduces a horse-and-key logo, refreshed typography, and articulated principles that define their collaborative and strategic approach.
- Studio Freight Revamps Brex Branding with Insider Insight
Studio Freight refreshed Brex’s brand identity after years of collaboration, addressing inconsistencies in colour and shape language. The rebrand refines the use of orange, introduces a balanced neutral palette, and extends the brand’s curved motif across typography and layouts. The result is a flexible, principle-driven system that reflects Brex’s ‘seriously optimistic’ tone.
- Studio Freight Revamps Bullpen with Bold Crypto-Culture Rebrand