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
