Goal: Creating cohesive sub-brands for Crowdz
Process: The assets shown were highly inspired by Crowdz original branding. Based on it, we've created the SuRF score, the Crowdz Coin and Avalon Market brands. To come up with these visuals, I've set up sessions with different stakeholders and proposed different directions. Once set on a specific tangent, I've refined said logos. Some processes shown here.
Software & tools: Illustrator, Figma, Photoshop
Team: 1 Project Manager, 1 Designer
My role: Concept, Art Direction, Design
Crowdz turn real life receivables into NFTr (Non Fungible Token Receivables). Each receivable is then given an address on the Blockchain. Shown here is an invoice split between its physical form (top left) and digital form (bottom right).
This graph shows the ideation behind the SuRF logo. I've reused the dolphins from our main company logo to create a reversed shape with an 'S'. The SuRF score is at the core of what Crowdz do. It's an acronym and takes inspiration from the west coast vibes.
To create compelling marketing assets, I've simplified many product interfaces and emphasized on certain elements. This process allows achieving a coherent branding while avoiding cluttered visuals.
As Crowdz grew, it took a position of an umbrella company for its many products. The marketplace then became 'Avalon'. The name started as an internal project nomenclature and made its way to the user-facing market. The logos is an A and an M forming the Avalon Marketplace acronym.