After doing a competitive analysis, it was clear that the web3 market was oversaturated with a “sea of sameness.” I wanted Co:Create to stand out, but with web3 developers & creators as core customers the brand needed to appeal to them. To differentiate from predominant look in the space, I used an editorial and typography forward visual identity to position the company as a premium web3 protocol. To connect it to the look of web3, I chose black as the core brand color–and commissioned original NFTs for the brand. It was also crucial for the brand voice to speak to multiple audiences. I worked with the CEO to write copy that was accessible, while also including enough technical detail to gain the trust of the more sophisticated clients. 

Within 6-months the NFT market had shifted dramatically and the product needed to pivot. I identified an agency that could work within our budget and refined our logo and updated our website to reflect the product’s evolution.