Archway
Archway is a platform built for developers to easily build decentralized apps using blockchain technology. We partnered with one of the biggest names in crypto, Tendermint, to define and design a brand system that accurately represented the world of possibilities that Archway offers.
The Strategy
Tendermint is best known for its secure, state-of-the-art blockchain framework, Cosmos, that powers hundreds of successful blockchain companies. They continue to build their own creative brands within their Cosmos ecosystem, and they came to us with an idea of a new blockchain designed to help developers launch decentralized applications, AKA "dapps" for short.
What in the world do we know about crypto!? Honestly, at the time we knew nothing, and that's what excited their team about working with us! They were looking for a fresh perspective to pull their brand out of jargon-filled tropes and into an inspiring, imaginative world that would pique the interest of newcomer developers.
We started by asking questions: interviewing industry experts with the goal of simplifying complex concepts associated with crypto. Our recommended brand positioning paired interesting crypto-centric storytelling with recognizable scenarios—like highlighting people, places, and inspiring moments. Our teams rallied together to create an exciting brand that was trustworthy, memorable, and fun. We hoped to reflect the field of opportunities for young creators who see the value of scalable, interconnected dapp development systems.
The Identity
The custom wordmark is deceptively simple, utilizing bold and balanced letterforms combined with quirky glyph elements to reflect the brand's confidence and modern approach.
The selected color palette is a far cry from the royal blue tones you typically see in innovative tech companies. A sophisticated and vivid palette of fire red, forest green, and pops of gold and grey provides a compelling visual identity that reflects a sense of originality and innovation.
Inspired by key components of blockchain technology, quirky glyph elements, modules, and alternate wordmarks were created to further convey the notion of cryptography and the process of coding and transforming text, a playful nod to the brand's foundation.
The website's concise, thoughtful, and approachable copy is complemented by striking blocks of color, clean typography, and understated animations that are compelling and interesting, inviting developers to linger and enjoy the browsing experience.
The website's concise, thoughtful, and approachable copy is complemented by striking blocks of color, clean typography, and understated animations that are compelling and interesting, inviting developers to linger and enjoy the browsing experience.
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