Proxx turns nearby devices into privacy-safe signals, measuring who was actually in the room when an impression was delivered, not just who the screen was pointed at. The brand needed to hold two things in tension at once: the emotional clarity of a consumer-facing story, and the analytical rigor of a data company. The result is a system built around one idea — proximity — expressed through a wordmark, a bracket language, and a voice that says only what it can prove.
The Challenge
Ad-tech and audience-measurement brands tend to fall into one of two traps: either they oversell with vague, aspirational language, or they bury the story in dashboards and jargon. Proxx needed a system that could do both — feel human and editorial in brand communications, then switch into a precise, technical register the moment real data entered the frame.
The brief called for an identity that could:
- Feel confident and modern without leaning on tech-bro clichés
- Distinguish clearly between verified claims and forward-looking ones
- Flex from a billboard headline to a live dashboard metric without breaking character
Concept: Proximity, made visible
The idea starts in the wordmark itself. The connected "xx" in proxx isn't decorative — it's the literal site of the concept. Where the two x's meet, they form a diamond. That diamond becomes the seed of the entire graphic system: it's cropped into brackets, scattered into a signal-field pattern, and used to mark the one true signal in a field of noise.
01 — Logo System
A custom wordmark designed to read as precise and confident at any scale. The system scales down through a compact "P" symbol for navigation and avatars, and a rounded-square app icon for digital environments requiring instant recognition — each maintaining the same geometry, so the brand never loses its signature as it shrinks.
The bracket system
Perhaps the most versatile piece of the identity: each bracket is half of an "x," so it inherits the wordmark's angles, stroke weight and rounded terminals for free. Together, the two brackets become a functional device — they search, detect, focus and verify. In UI and campaign layouts alike, they frame the thing the brand wants you to look at.
02 — Color & Contrast
The palette is intentionally restrained: Proxx Blue (#493DFF) as the single accent that signals certainty, set against Ink Black, Warm White and a small gray scale for neutral applications. Every combination is chosen for contrast first — the wordmark is never allowed to sit at low contrast against its background.
03 — Typography
Two typefaces carry two different jobs. Instrument Sans is the editorial voice — brand headlines, body copy, interface text. IBM Plex Mono is the technical layer — metrics, statuses, verified data — giving numbers a distinct, analytical texture that visually separates "what we're saying" from "what we can prove."
04 — Layout & Pattern
A flexible 12-column grid keeps brand communications and product interfaces speaking the same structural language — generous margins, an 8px base unit, and a small number of proven column splits (12 full-width, 8+4, 6 full-vertical).
The pattern system extracts the diamond from the wordmark and scatters it into a field of neutral "signals," with a single blue module marking the one that's been detected or verified — a literal visualization of finding the audience within the noise.
05 — Photography Direction
Photography avoids both corporate stock cliché and sterile tech-futurism. Instead, it stays observational: real living rooms, natural groupings, a clear visual distinction between people who are present and people who are actually watching — which is, not coincidentally, the exact story Proxx is built to tell.
06 — Voice & Messaging
The messaging framework — "Say it. Support it. Verify it." — mirrors the visual system exactly. A plain observation, a human implication, and a measurable proof point, each rendered in its matching typeface:
All eyes on the ad.
Yes, all of them. Proxx verified it.
‹ FIVE PEOPLE. FIVE VERIFIED VIEWERS ›
Color reinforces honesty: when the brackets and text turn Proxx Blue, the claim is backed by real data. When the brackets are blue but the text is gray, it's a forward-looking statement — a promise, not a proof.
07 — Brought to Life
From out-of-home ads to product dashboards to the company website, the system holds its shape: bold editorial headlines, a verified metric in brackets, and a pattern that always implies more signal just outside the frame.
Credits
Brand strategy, identity & art direction: @lorezubi Brand System / 2026
