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.