Client
Neveus
Services
Brand Strategy, Brand design, Digital design
Year
2022
In the evolving world of web 3.0, cryptocurrency is a very hot topic. But when you look at all the existing brands in the crypto space, they’re very masculine, blunt and confusing. They don’t make it easy for the average person to understand what crypto is and how to invest, let alone know which platform to choose.
So when I was approached by Neveus, who wanted a brand design that was approachable, trustworthy, and infused with optimism and guidance, I jumped at the chance to help.
Neveus is a cryptocurrency trading app designed for the everyday person to build a crypto portfolio easily and without hassle. Their mission is to take the mystery out of crypto by focusing on the right information and filtering out all the noise, and being transparent about fees and commission.
Neveus aims to redefine the experience of buying and trading cryptocurrencies amidst the rapidly evolving tech and internet landscape. Recognizing the challenges faced by users in navigating the influx of new platforms and apps, Neveus seeks to establish a brand that simplifies this process, making it accessible and less intimidating. The brand strategy focuses on demystifying the world of cryptocurrencies and providing a straightforward, enjoyable experience free from technical jargon. Central to this vision is the empowerment of users through knowledge, fostering confidence and growth. Neveus’ approach is tailored towards a future-focused audience interested in the potential of Web 3 and the decentralization of the web.
The brand’s voice and visuals are designed to resonate with its primary audience of young investors in the Australia/New Zealand region, who are active on platforms like Discord and Twitter. Neveus’ communication strategy revolves around three key principles: conversational and friendly tone, knowledgeable yet jargon-free language, and a trustworthy, safe demeanor. Contrasting with the impersonal, data-centric style of many crypto platforms, Neveus aims to make crypto as relatable as reading the news, often using humor to clarify complex concepts. The visual branding complements this approach, utilizing approachable, hand-drawn illustrations and metaphors to present crypto concepts in an engaging and understandable manner, much like newspaper cartoons simplify and add humor to complex topics.
The Neveus logo and logomark is contemporary and clear, while the colour palette – featuring a vivid coral red – helps the branding stand out. My goal here was to create a logo that was gender-neutral, professional and humanised.
Similarly, the loose, hand drawn quality of the illustration style is very different to other crypto platforms that typically use rockets and coins to communicate their brand essence. I wanted the brand identity to speak to exploration, discovery and the future, which is why I chose to use minimal colours and soft lines.
Brand collateral to amplify crypto branding
To amplify the brand design above, I also put together a selection of collateral specific to what the team at Neveus needed. With so many potential touchpoints for your brand, it’s helpful to pinpoint the most important ones to you and your team.Landing page
Rather than a full website, I designed a simple landing page for Neveus that really brings the brand to life. Featuring most of the design elements in their brand identity (with an option for mobile too), it’s a place people can visit to learn more about what they do, how they’re different and how to get access to the app.