The client asked me to produce a timeless identity including a logo that was a visual representation of the company’s purpose. The identity needed to look bold and have a nod to the brand’s Swiss banking roots and the prestige that comes with that. At the same time, it had to look modern and right for the web3 age.

To appeal to the brand’s audience of investors and crypto enthusiasts, as well as everyday people, I created an identity with broad visual appeal. The logo works hard to convey multiple ideas at once. Its quadrants lock together to imply purchasing parts of a larger whole. The bars look like growth charts or real estate viewed from above – it also nods towards the shape and style of micro-circuits. The colour palette relies heavily on a Swiss red along with black to add gravitas. Graphic elements include friendly and accessible illustrations, giving the brand identity a professional yet personal feel.

Art Direction
Visual Identity
Logo Design
Brand Guidelines
Interaction