NodeKit
Unchain the blockchain
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Services Brand Strategy, Visual Identity, Social Identity, Website Design, Website Development
Project info
Challenge
NodeKit is a blockchain protocol founded by a passionate, savvy team of Midwestern college dropouts; but don’t let their laid-back demeanor fool you—their idea has the potential to transform the way data is communicated across blockchains. Think of it as the difference between postal service and email, but for the movement of digital assets. Our challenge was to create an entire brand system that reflects the earnest, "underdog" nature of the NodeKit team, setting them apart from the established Web3 crowd. At the same time, we needed to convey that their product represents a monumental leap in technical capability. We were tasked with developing brand strategy, a design system, and digital identity for NodeKit— embodying optimism in the realization of a truly decentralized Web3 and showcasing the potential their protocol unlocks for developers building on-chain.
Solution
After conducting a thorough brand workshop, we fitted them with the Visionary Citizen archetype. A precise persona for a humble group of young technologists, who just want value to flow across chains instantaneously regardless of where you build. This character helped emerge a story that was less steeped in the intricacy of their technology, and more about leveling the technological playing field, for players large and small, to bring more innovation into our world. We equipped NodeKit with the big brand idea: “Unchain the blockchain.”
NodeKit already had a logo and wordmark that they loved. We made slight adjustments to clean these up and introduced a bespoke color palette. We developed brand assets to be used across all touch points and created a flexible modular design system. Blocks in the NodeKit visuals serve dual purposes: structurally organizing information and symbolizing blockchain's adaptable nature. Nodes, depicted as dots, move around these blocks, illustrating how NodeKit facilitates interaction and data flow across the blockchain, connecting apparently separate blocks through movement. This design system was used to develop their new website, with beautiful animations and a carefully curated information hierarchy serving to make a complex product more approachable and exciting.
