Hong Kong-based crypto exchange OSL is set to rebrand as part of its global expansion plans.

In a press release shared with crypto.news, OSL announced a partnership with Pentagram, a multinational design consultancy, to lead a “strategic brand refresh” in a bid to help OSL reach broader markets as it continues to scale its services within the digital asset space.

Pentagram, known for its work with brands such as Citibank, Mastercard, Reddit, and Slack, brings over 50 years of experience in creating brand identities. The consultancy will support OSL in creating a brand presence that stands out in a competitive market while engaging more effectively with its target audience.

Although specific details of the changes remain under wraps, Jack Tan, Chief Marketing Officer of OSL, described the collaboration as the “creative force” needed to amplify the company’s global presence, envisioning the partnership as a catalyst to “spark fresh ideas” and forge deeper connections with a wider audience.

OSL is one of only two licensed digital asset exchanges in Hong Kong, having received its license from the Securities and Futures Commission in December 2020. Beyond being the first licensed crypto exchange in the region, OSL also broke new ground as the first crypto firm to join MSCI Hong Kong’s market-cap weighted index, a prestigious list of the region’s leading companies.

This rebranding comes after a March warning from the SFC about fraudulent websites impersonating the crypto exchanges in Hong Kong. The SFC warned the public on March 4 about suspicious websites mimicking OSL Digital Securities Limited and another platform, HSKEX, which falsely claimed to represent Hash Blockchain Limited.

The fake websites were flagged on the SFC’s Suspicious Virtual Asset Trading Platforms Alert List following reports from users who faced difficulties withdrawing funds.

As part of its ongoing expansion, OSL recently added the Solana network’s SOL token to its offerings for professional investors, dilating its range of supported digital assets.