Role
Visual Designer
Duration
3 months
Year
2022
Tools
Figma, Illustrator, After Effects, Blender
Created a complete visual identity system for a Web3 creative studio — blending digital scarcity aesthetics with human warmth to stand apart from the cold, alienating visual tropes dominating the space.
The Problem
Web3 brands overwhelmingly default to cold gradients, harsh glows, and faceless abstraction. This studio wanted to feel genuinely innovative and pioneering, but not intimidating.
Process
Brand Strategy
Led 4 brand strategy workshops with the founding team. Defined brand archetypes, positioning, and a manifesto to guide visual direction.
Visual Direction
Produced 3 distinct moodboards. Presented to stakeholders and ran a collaborative voting session to align on direction.
Logo & Mark
Explored 40+ logo concepts. Refined through 5 rounds of feedback. Final mark balances organic warmth with digital precision.
Brand Guidelines
Documented full brand system: logo usage, typography, colour, motion principles, and digital/print applications.
Outcomes
Get yourself a laptop, please.
Contact