Cypher Labs
Task
Cypher Labs is a leading developer of blockchain talent and innovation, who unlike other web3 companies, are backed by a parent crypto mining company with a proven track record. Their core services fall into the categories of research, development and launching blockchain ideas to the market. intwo were enlisted to define a brand strategy, and then a foundational visual identity, that would invoke the excitement and revolutionary aspect of the industry while retaining the seriousness with which the business takes these projects.
We then started by taking the owners on a journey of discovery themselves. Outlining what their joint aspirations and goals were and making sure all the points aligned. This process brought several challenges, but solutions in which the owners knew they needed. Not only did the strategy have to work for them and their investors but it had to speak of the aspirations for future employees, who would play an integral part of shaping the future of the business.
The process to understand where the brand sat within the market and how it could it define its point of difference and share its story with confidence was paramount to not only simplify their communications but to help direct a unified vision. Only once the strategy had been formed could the identity work start to take shape.
Not only inspired us to create a brand strategy that meant something to its owners but it also to create a personality in which they could engage with authority and authenticity. The belief and passion that they wanted to disrupt in order to create was refreshing and something we wanted to capitalize on from the start. Even the company values took an extended reach, allowing us to build a narrative which could excite and educate, making it easier for employees and key audiences to engage with.
Our goal was to build a brand strategy that would give us the foundations for all future communications and a visual identity that would seamlessly match, elevating the business with its key audiences in standing out as professional, yet unique within the industry.
The solution not only made sense to those involved but allowed them to confidentially portray back to all stakeholders. The brand manifesto encapsulated all our findings and distilled them down to a few short sentences so it could easily be recalled. The core tagline of ‘innovate beyond’ allowed us to speak in shorthand of these aspirations.
For the brand look, the words ‘blockchain’ instantly spring visuals to mind, therefore it felt right as a starting point for a clean, simple pixel perfect identity which would speak to the industry they operate in with ease. These defining block shapes gave us the ability to showcase the innovative building aspect of the business but also the joining of pioneering innovators in their business community.
This digital first approach to building an identity was undertaken, one where a symbol would have to work in isolation across numerous touchpoints was important. Simple yet sophisticated in its delivery our aim was to create a confident identity that could flex across of a number of applications and platforms but be implemented with ease internally and without compromise.
The icon would have to do the heavy lifting when words were not available. Embedding the ‘C’ and ‘L’ into the shape allowed of us to build a narrative of the shifting blocks. One part shifting perceptions and output, but also community building and coming together for the better. Not only did the block shapes suit the logo, but it helped form the basis for the brand style across all touchpoints.
This flexible solution, coupled with a bold contemporary colour palette and font choice, allowed us to build a brand identity that would showcase a professional innovative tone, but also stand away from the stereotypical technology imagery and styling often associated with digital software solutions.
The overall style of the visual identity always had the brand narrative in mind. We wanted to allow flexibility in how the blocks could direct visual layouts or endorse content across all collateral. Whether this be filling the shapes with imagery or graphics or allowing 3D and motion to excel the story and inspire its audience.
Brand audit & review
Logo and identity development
Digital roll out
Graphic design services
Online brand guidelines
Ongoing design partner
Full brand strategy
Brand look & styling
intwo provide brand identity, design and web services to purpose-driven businesses in order to drive change for the planet and its people; and in doing so, also subsidise our own ethical initiatives.