Welcome to the New GenTwo Brand

Clients, partners, friends and visitors to GenTwo would have noticed a major change back at the beginning of August. That’s when we relaunched our website and introduced a new brand look and feel throughout the company.

As with all well-executed brand updates (and we hope ours is!), there is more here than meets the eye. This is not just a change of aesthetics. It is an expression of who we have become as a company, of where we are going and of our promise to our partners and clients.

Here are some of the ways we think this is reflected in our “new look” GenTwo experience.

A bold new look, reflecting a bold new idea

Over the past five years we have grown and matured as a company. With our new funding round and partner, we are entering a new phase of expansion.

At the heart of this is the concept of Asssetization – the bold, core idea of assetizing the universe that drives the financial engineering network we are building for our clients and the world.

More than anything else, our new brand is meant to encapsulate this.

Our choice of colors and our dual color palettes, our specially designed typeface, the introduction of a dark mode – all of these elements and more are meant to be the physical manifestation of this idea, as well of our core values of being limitless, bold and authentic.

A new website where clients and partners come first

Our rebranding provided a good moment to revamp our website.

We tried to make the site easier for you to use – we have improved the navigation, streamlined our content offering and introduced new search capabilities.

When you visit our home page, you will also find that the focus is not on us, but rather on our clients and partners. This is on purpose.

The heart of the home page is our new product spotlight library. Click through and see a selection of the pioneering products our clients have been launching on our platform and that in many cases represent Assetization in action. You can also view the whole library on our Product Spotlights page.

(But do come back frequently: we have just started our catalog, and will be adding many more projects over the course of the fall.)

New visual language showcases Assetization in action

Notice anything interesting about our spotlights? Each one features a unique image of an object being shown off in a modern display case. This is a key part of our new visual language.

The elements of the showcase motif have specific meanings. The solid base represents the way our clients use us to create their own investment platforms. The glass case represents the product ‘wrapper’ we provide to help them make any asset investable. And behind the glass is a thematically inspired representation of the underlying asset.

Our new logo focuses on partnership and a ‘mature’ GenTwo 

Last but not least, you’ll notice our logo has evolved. We have replaced our old lettermark (combining the letter “G” and number “2”) with a combination mark featuring our name as well as the new, double leaf icon derived from our original logo.

The leaf represents growth, heritage, abundance and possibility, among other things. The double leaf symbolizes partnership – how we pursue growth and discover new possibilities alongside our clients and partners.

Featuring our name simply in black, and in our own typeface, is meant to be a sign of quiet confidence and of our sense of ourselves as a company that has arrived. It is a name we are proud of, and one we think you will be hearing more and more of as time goes on.

There are of course many more elements to our brand as well. But we hope what we have highlighted here can give you a sense of who and what we are. If you’d like to know more, please don’t hesitate to get in touch.