AXB

The client: AXB – a market-making and OTC trading firm with serious institutional credentials

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What they needed: Brand positioning, identity, and web presence that translated "we're legitimate" without being boring

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‍What we built: A complete brand system that bridges Wall Street credibility with crypto-native cool

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The challenge: make "institutional-grade" not sound like a snooze-fest

Here's the thing about institutional crypto companies: they're terrified of not being taken seriously.

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So what do they do? They copy every other financial services website. Lots of blue. Stock photos of people in suits shaking hands. Buzzwords like "synergy" and "best-in-class solutions." Copy so vague you couldn't tell them apart from a bank, a hedge fund, or a consulting firm.

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AXB came to us with a different problem: they actually had substance.

• A market-making and OTC trading firm with real institutional expertise.
• A team with backgrounds from major financial institutions and crypto exchanges.
• But they had no brand, no positioning, and no way to explain what they did that didn't sound like every other market maker out there.

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The challenge? Build a brand that communicates legitimacy and professionalism while standing out in an oversaturated market.

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What we actually did

Before touching design or writing a single word of copy, we needed to nail down what AXB actually is and how to talk about it.

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Defining the brand positioning

We created a comprehensive positioning strategy for AXB that covered:

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• What makes them different from every other market maker
• Who their ideal clients are (and how to speak to them)
• Their competitive advantages and proof points
• The emotional and rational reasons to choose them

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This definition turned into the key public brand positioning.

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This is the positioning that lives everywhere: the website, marketing materials, and conversations with potential clients.

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It needed to work for institutional clients, exchanges, projects looking for a market-making partner – basically anyone who isn't an investor.

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We positioned AXB as the professional choice in crypto trading. They provide institutional-grade liquidity through market making and OTC services, combining serious tech with deep market expertise.

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In short, Reliability, transparency, and Wall Street professionalism meet crypto markets.

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Building the website structure

Most crypto brands bury the value proposition under layers of navigation and vague promises. We did the opposite.

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Homepage: Lead with what they do and why it matters. No mystery.
About: Who they are and why that expertise is relevant.
Services: Market Making and OTC Trading explained in plain language.
Our Approach: The methodology, made visual and digestible.

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No seven layers of navigation. No hiding behind "contact us" forms. You land on the site and immediately understand what AXB does.

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Writing in a language that actual humans speak

Once we had the structure, we needed messaging that explained complex financial strategies without making people feel stupid or bored.

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Jargon-free positioning

Instead of "We provide continuous liquidity across digital assets and FX markets, narrowing spreads, whilst ensuring smoother execution for all participants," we went with: "Master crypto markets with institutional-grade liquidity."

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Same meaning, but actually understandable.

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Breaking down the technical stuff

Market making, OTC trading, liquidity provision – these concepts can feel intimidating if you're not a trading desk professional. We made them accessible by:

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• Using plain language explanations
• Breaking services into clear categories with specific benefits
• Visual hierarchy that guides you through what they do without overwhelming you

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Building trust through clarity

We focused on making the brand feel credible and professional through:

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• Clear service offerings: Market Making (providing liquidity, reducing volatility) and OTC Trading (custom execution, competitive pricing) explained without financial jargon
• Mission-driven messaging: "Provide liquidity that enables markets to function more efficiently" – a clear purpose statement that explains why they exist
• Professionalism in tone: Every word choice reinforces that AXB is serious, experienced, and trustworthy without being corporate-boring

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Creating a visual identity that stands out

Most crypto brands go one of two ways:

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• Hyper-futuristic, neon everything, looks like a video game
• Corporate boring, blue gradients, could be a bank

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AXB needed something different. Professional but not stiff. Modern but not gimmicky. Sophisticated but not intimidating.

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The visual system we created:

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• 3D geometric forms that feel premium and structural – these aren't just pretty shapes, they reinforce the idea of sophisticated financial structures
• A refined color palette – deep blues and purples with metallic accents. Institutional without being boring.
• Clean, confident typography – no crypto meme fonts, no overly corporate sans-serifs, just clear hierarchy and readability
• Thoughtful whitespace – the site breathes, it doesn't overwhelm you with information dumps

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The result: a brand that competes with the big players

AXB now has:

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• Strategic positioning that differentiates them in a crowded market
• An investor positioning deck that articulates their model and value proposition
• A visual identity that feels premium without being pretentious
• A website that communicates professionalism and expertise without the corporate bloat
• Messaging that explains complex financial services in language that actually makes sense

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More importantly, they have a brand that reflects what they actually are: A serious, professional trading firm with institutional expertise operating in crypto markets.

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What you can steal from this

Positioning has to come before pretty designs – if you can't explain what you do in one sentence, your website won't save you, and neither will a cool logo.

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The best B2B brands don't hide behind jargon – they translate complexity into clarity. Professional doesn't mean boring. It means being so confident in what you do that you can explain it simply.

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AXB's brand works because we didn't start with "let's make a website." We started with "What does this company actually stand for?" And then we built everything else from there.

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Need positioning that doesn't sound like everyone else in your industry?
That's kind of our whole thing here at Heartwired Club.

Let’s talk! hello@heartwiredclub.com

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