I’ve been lucky enough to hold the role of CEO at Ethex since 2014 and I’ve always been extremely proud to lead a truly innovative organisation with strong values, goals and a passionate and dedicated team. In the years that have passed, we’ve been on quite a journey and today, I’m excited to be announcing a new chapter for Ethex that reflects our vision for the future.
A positive beginning
Ethex is an organisation that was borne out of frustration at the lack of availability of positive investment options in 2013 — at that time, the ethical investment sector was still fairly niche. In recent years, we’ve been heartened to see positive investing move to the mainstream as more people become aware of the power of their money to do good. When Ethex conducted research in 2017, more than 50% of people said they were interested in positive investing.
As the ethical investment market place has evolved, so has Ethex and we’ve grown to be one of the biggest positive investing platforms in the UK while retaining our core values of helping everyday people use their money to fund pioneering grassroots organisations that are making a positive impact.
We have a community of over 20,000 committed investors who have helped more than 200 organisations raise the finance they needed to grow and achieve extraordinary things. In fact, 2020 was a successful year
with strong growth in new investors and investments placed and we announced the amazing milestone of £100 million raised between us and our sister platform, Energise Africa to do good. And that has created a whole lot of good!
Our playful new brand
So, we decided that this was a good time to update and refresh the Ethex brand to reflect our growth from a niche platform to a leading player in the ethical investment market. We have been working with creative agency, Thisaway to develop the new Ethex brand over the past year and now we’re very excited to finally share it with you.
When we commissioned the talented team at Thisaway, we emphasised our mission — to help even more people to understand the transformative power of their money, so we needed to develop a brand that simplifies the customer experience, removing the barriers to positive investing and appeals to a wide audience of potential positive investors.
In response, Thisaway built a brand positioning around an accessible ethos which promotes positive change and empowers people to channel their money into a powerful force for good.
Our fresh new brand reflects the pioneering nature of Ethex, setting us apart from traditional financial providers with the brand positioning “Ethical, Extraordinary Investments”.
At the centre of our new brand is ‘Bucky’ our playful and energetic brand mascot — he represents the human, approachable face of Ethex. We’re not a faceless, corporate investment company, we’re human and we care about people and the planet, so Bucky will appear throughout our communications to reflect this.
We also wanted to put people at the heart of our new branding, so when we were choosing photography to reflect our new brand, we contacted some of our investors and invited them along to a shoot and you’ll see real-life positive investors throughout the branding.
Thisaway Founder Graeme Cook said:
“The business was doing great things, but the brand itself looked very third-sector and quite B2B. We needed to move Ethex out of its perceived niche and give the brand some coherence and sophistication to attract new audiences.
The new brand is full of personality and it really has a warm and accessible feel to it. There’s a good balance of being playful whilst also feeling that your money is in good hands. With everything that has happened over the past year, it’s been brilliant to work with a business and team so focused on making the world better for everyone. We hope the new brand can play a small part in helping Ethex tackle the challenges we face in society today and in the future.”
At the same time as working on our new brand, we’ve been busy developing a new and improved website. The site is designed to be simplified and straightforward, ensuring people can easily find all the information they need about positive investing and making the investment process even easier.
On the homepage of the new website, you’ll see a short animated video that we think showcases our values perfectly.
We’re really excited about revealing the new look Ethex to the world and we’re positive it will help us to reach even more people who want to use their money to do good and support impactful businesses. We know that collectively, we can continue to make a real positive impact!