Zenith Identity
A complete brand identity system for a Web3 DeFi protocol, including generative visual assets, animated logo suite, and a comprehensive 120-page brand guidelines document.
The
Blueprint
01The Challenge
Zenith Labs was launching a DeFi protocol into an absurdly crowded Web3 market where every project looked the same — dark gradients, neon accents, generic crypto aesthetics. They needed a brand that communicated institutional credibility while maintaining the innovative spirit of decentralised finance. The identity had to work across token listings, governance dashboards, physical events, and a community of 200K+ Discord members.
02The Approach
We developed a brand identity rooted in the concept of 'Structured Infinity' — geometric precision meeting organic flow. The visual system features a generative logo built in Three.js that responds to real-time DeFi metrics, a type system pairing Neue Haas Grotesk with custom ligatures, and a colour palette anchored in deep navy and phosphor green. We delivered 120+ pages of brand guidelines, animated asset libraries for social media, investor deck templates, and a component-based design system in Figma that their internal team could extend.
Visual Gallery
High-fidelity designs and the final shipped product in action.
The Results
Brand Recall
Social Growth
Press Hits