Reinventing Decentralized Finance
AXO is at the forefront of decentralized finance innovation, creating a new paradigm for financial freedom and accessibility. Our partnership with AXO focused on developing a brand and digital experience that would communicate the complex world of DeFi in an approachable, user-friendly way.
The challenge was to create a visual identity and user experience that would appeal to both crypto natives and newcomers to the space, while conveying the security, reliability, and innovation that sets AXO apart in the competitive DeFi landscape.
Our solution was a bold, dynamic brand system that uses abstract digital elements and a vibrant color palette to represent the fluid, interconnected nature of decentralized finance. The visual language is both futuristic and accessible, creating a sense of trust while pushing the boundaries of financial technology.
Project Details
Client
AXO
Industry
Decentralized Finance (DeFi)
Services
- Brand Strategy
- Brand Identity
- UI/UX Design
- Web3 Integration
- Digital Experience
Year
2024
Close collaboration
We worked closely with their senior team to articulate and reflect their paradigm-shifting vision, strategically positioning the brand as disruptive and rebellious yet accessible.
A living texture for a living brand
Ever mindful of their target audience of professional traders, we built a brand to reflect axo's principles of delivering a fluid, frictionless and transparent experience. At its centre is the concept of an adaptive living texture, which represents the ever-changing axo markets and traders.
Expressing sophistication
In a nod to the platform's technical sophistication, the central 'x' in the axo logotype is based on a lambda symbol used in linear algebra, a core component of its coding.
