The goal to the project was to make the brand visible and memorable in all areas. It began with developing a comprehensive design strategy for the brand.
The work involved establishing a clear design language and refining visual communication, maintaining brand consistency and visual identity.
This case study showcases select pages from the brand book without overextending the presentation. I have more to show :)
SWEAT Economy
branding
Overview
( Branding and visual language )
Responsibilities
Team Leadership
Stakeholder Engagement
Design Supervision
Quality Control
Strategic Planning
Hiring
Team
2 CEO, 1 CMO
1 VP of Product
1 Design Director
1 Branding Agency
2 Graphic Designers
1 3D Artist
Goals
Establish a clear and consistent design language
Enhance brand visibility and memorability across all touchpoints
Develop a comprehensive design strategy
Logo
construction
Main Horizontal
Logotype
This version of the logo is the primary choice. It's recommended for use on black or dark backgrounds.
Description
construction principle
( Logo Grid )
Logo construction with descriptor: This follows the same principles as the main logo. We use identical conditional variables based on the graphic sign.
identity
Color
Brand colors
Main brand colors
Sweat Pink
These are the brand's core colors. All other color shades in the palette are derived from these base hues.
FF0D75
RGB: 255, 13, 117
Deep
Purple
3A0B76
RGB: 126, 126, 126
Digital
Black
000000
RGB: 0, 0, 0
Liquid elements
1
Liquid
gradient elements
Gradient spots are placed on a black background, creating numerous opportunities for generating a variety of stylized backgrounds.
2
Liquid
gradient elements
Gradient spots are flexible. They can change in size, position, and rotation. For even more variety, these spots can be warped or combined.
Brand
typography
Brand font
Practical application
Typographic basis
Font sizes shown are examples. These values may vary depending on the overall format size.
Brand
graphics
3d elements
2d elements
Depending on the size of the shape, you can change the thickness of the outline
Layout
examples
Grid layout
The mask's contours are based on the logo's graphic symbol, serving as a recognizable element of the brand identity.
Branded photo mask #1
Twitter example
Summary
The project aimed to establish a clear and consistent design language, enhance brand visibility across all touchpoints, and develop a comprehensive design strategy. Through collaborative Art Direction, we created a bold, dark visual design language, complete with a brandbook, graphic libraries, and various templates. This approach not only helped to one of the most successful TGEs in crypto history, gaining over 2 million users on-chain in the first month, but also garnered praise from the crypto community.