A New World to Wrap Our Heads Around
Vader Protocol is a decentralized finance (DeFi) protocol on the Ethereum blockchain. After the initial launch, Vader has grown to a more mature stage, ready for a rebrand.
With the excitement to take on projects in an emerging territory, we started our work by learning and building our understanding of blockchain technologies, how different entities work, and the communities around them. In addition to producing creative work, we value the importance of giving a fair and accurate representation of the brand's essence in its domain.
Strategy
Branding
Animation
Character Design
A Brand of Guidance, Security, and Protection
Vader is built to serve its users, enabling them to feel secure and, most importantly, empowering them to invest and navigate such an unconventional and dynamic space. Through a brand character workshop, we decided to hone in on the three traits of guidance, security, and protection. With that intention in mind, we anchored our design with elements that best demonstrate and articulate those traits.
Finding a Balance Between the Opposites
We found ourselves in a spot to balance a few sets of contraries to have the brand visuals aligned with what it represents and envisions.
We wanted to express the excitement without losing composure; gamify the features without underplaying the seriousness. As an outcome of applying these philosophies, we then have the new logomark, logotype, and token designs.
We wanted to connect with audiences through both nostalgia and the longing for the future. Thus, we landed on a graphic style influenced by Art Deco aesthetics from the roaring twenties, emphasizing machine-age streamlining and geometry; and fused it with a futuristic Sci-Fi-style typeface for Vader’s graphic assets.
Check out the in-depth design process here.
VADER TOKEN USDV TOKEN BURN TO MINT MECHANISM
Brand Typography
Brand Color Palette
A Story That Evolves With the Community
Due to the nature of the crypto world, the main touch points of the user experience are digital in a cyber environment. It is paramount for us to create an inclusive brand story that one can be drawn to and is visually perceptible.
The users of crypto protocols are investing both financially and emotionally. They are hyper-responsive to announcements and developments and vocal about their opinions. To honor and connect with such an engaging community, we built a story to position Vader’s unique entity in the DeFi multiverse, where users are space travelers exploring different projects and protocols. The essence of the story is consistently reflected across all creative assets on social media posts and announcements, animation, and explainers.
We’ve also created a series of profile picture assets and Vader avatars to extend the look and feel and express individuality and diversity within the Vader ecosystem.
Everything in Motion
The rebrand's opening is an animation of a space traveler entering the Vader universe through the Vader beacon. The tunnel resembles the transformation process, and the forward-moving motion symbolizes the momentum of Vader as a brand.
This animation work wraps up our rebrand project that puts everything in motion. We are excited to see the Vader team and its community carrying on the energy and momentum to create more success in the future.
Open the Door to the World of Web3
We designed an avatar that represent the brand in the world of Web3. The design of the character was inspired by the armor of ancient Japanese samurai.
Check out our work with Vader prior to the Vader Protocol rebrand