TEN-X BRAND 3.0
Turning Momentum into Market Power
After stabilizing Ten-X’s brand performance (see Brand 2.0), it was time for a bigger move: a full brand evolution. The original identity system had served its purpose, but it wasn’t built to match where the company was headed.
OPPORTUNITY
Ten-X was launching powerful new technology products, designed to make the platform smarter and faster for users. But the brand wasn’t keeping pace.
The opportunity wasn’t just about looking better. It was about building a brand that could scale with the innovation happening inside the company. The goal wasn’t reinvention. It was evolution: keeping the recognizable parts users trusted, while creating a system that could lead the next phase of growth.
APPROACH
Brand 3.0 was built to expand on Ten-X’s momentum, not erase it. We focused on modernizing the visual identity, strengthening the brand voice, and creating a cohesive system that felt bigger and better, but without losing the equity already earned.
Every decision was made with growth in mind: Would it resonate with seasoned brokers and new investors alike? Would it scale across new products, marketing campaigns, and digital experiences? Would it support Ten-X’s next chapter, not just today’s business?
THE WORK
The updated identity aims to better reflect the revolutionary technology powering the Ten-X platform. By seamlessly integrating the company name into the logo mark, it becomes more self-sufficient and visually interesting. The design also cleverly alludes to binary while the basic geometry hints at the platform’s simplicity. Design patterns were evolved to help drive the perceptual shift from "real estate company" to "technology company."
On the messaging side, we evolved the brand voice to feel confident, clear, and action-oriented—meeting brokers, sellers, and investors where they were, without the jargon or heavy sales speak. The voice became a strategic tool that helped launch new innovations like Prospect, Qualify, and Recommend with energy and clarity.
