ISBX - BRAND IDENTITY EVOLUTION - 2003 - PRESENT
Creative leadership through two decades of change.
Creative Leadership • Brand Strategy • Identity Design • Digital Experience
As co-founder and Creative Director of ISBX, I helped shape the agency from its beginnings into a multidisciplinary digital product and technology company—building its creative practice while continually evolving how the company presented itself to the world.
The identity actually predates the agency. I originally designed the ISBX mark in 2003 for “Internet Satellite Broadcast Exchange,” a concept conceived by Kelly Chu while we were both at Media Revolution. When we founded ISBX as a digital agency in 2009, we repurposed the name and identity for a new meaning: Internet, Strategy, Branding and Execution.
In the early years, I handled much of the creative work myself. As the company grew, I built and led lean, multidisciplinary teams spanning brand, UX, product design, illustration, and digital experience—establishing the creative standards and systems that supported both ISBX and its clients.
Over multiple generations of the identity, website, marketing, environments, and digital products, the challenge remained remarkably consistent: preserve what made ISBX recognizable while continually repositioning the company for what came next.
THE EVOLUTION
2003 The original identity, created for an entirely different digital business concept.
2009 Repurposed for the launch of ISBX as a strategy, branding, and technology agency.
2012–2021 Expanded into a broader brand system spanning web, mobile, marketing, environmental graphics, events, and agency culture.
2021–Present Simplified and systematized for a more mature company working across digital products, emerging technology, and AI.
THE OUTCOME
More than a logo evolution, ISBX became a living example of long-term creative stewardship: a recognizable brand able to adapt across technologies, capabilities, teams, and markets without losing its identity.
Two decades later, the original signal is still there.
AGENCY: ISBX
CREATIVE DIRECTOR: Steve Sigler
LOGO DESIGN: Steve Sigler
UX LEAD: Steve Sigler, Michael Gladstone
SENIOR DESIGNER: Michael Gladstone
DESIGNER: Raymund DeQuiros
“Steve has been a trusted creative partner for more than 20 years. He consistently makes our work—and our company—better.”
— Eric Wise
President and Co-Founder, ISBX
“Steve has been integral to ISBX for nearly two decades. We trust his judgment, his creativity, and his ability to solve difficult problems.”
— Arthur Iinuma
President and Co-Founder, ISBX
“I’ve worked with Steve since 2001. He’s the person I turn to when an idea needs to become something real—and better.”
— Kelly Chu
Co-Founder, CEO, CTO, ISBX and Sierra Labs