Bitbase announced Bitbase 2.0 on Nov. 2, putting a brand upgrade at the front of the rollout. The company said later changes will be introduced in sequence across branding, product experience, and user participation.
Why the company started with branding
Bitbase said brand positioning determines the standards used for later product and operational decisions. By first establishing the message of "focusing on value through change," the platform said it can make product and user-side adjustments under one shared framework and avoid a scattered experience caused by piling on features.
New logo, visual identity, and BENIE launched
According to the announcement, Bitbase's new logo and visual identity system went live the same day across the Bitbase app, official website, and official social media accounts. The company also introduced a brand IP, "BENIE," on Nov. 2. Bitbase said BENIE will act as a character for communicating with users and presenting the changes tied to Bitbase 2.0 in a lighter way.
Product experience comes next
Under the plan, the ideas behind Bitbase 2.0 will gradually be reflected in product interfaces and user flows, so users can notice the changes during day-to-day trading. The company said specific details and timing will be subject to official announcements.
After the product experience phase, Bitbase said it will also adjust the way users interact with the platform. Those arrangements will be released through official channels.
Executive comment
Bitbase Chief Business Officer Nicholas Lo said, "We chose to complete the brand upgrade first so we could set a unified standard for every adjustment that follows. Product experience and user participation will roll out in order, and we want users to see a series of changes that remain consistent from start to finish."
About Bitbase
Bitbase described itself as a digital asset trading platform serving global users. It provides spot, futures, TradFi, and wealth management services for both individual and institutional users. The company said its brand proposition is "focusing on value through change" and that it aims to offer a stable and clear trading experience.
