Lucra Crypto Brand Design
Crypto Brand Design | Logo & Brand Guide
Project Overview
Lucra is an up and coming venture within the world of cryptocurrency. After the initial kickoff call, we established a plan for visuals that would attract a niche audience within the large cryptocurrency community. These people are techie gamers who love adventuring into the unknowns of the digital world. The client had already ideated a concept revolving around alchemy, so most of the work I did revolved around this theme.
Project Tools
Figma – Brainstorming, Mood Boards, Research Data Collection, Brand Guide Layout
Illustrator – Logo Design
Step 1 | Crypto Brand Design Research & Ideation
While the client came to the table with a concept in mind (see above), I took time to play with the triangle and circle shapes, as well as the typography, trying to find creative ways to combine them. I also did quite a bit of visual research around the alchemy theme and to help me empathize with our newly forming persona.
Step 2 | Refined Logo
While the client loved some of my additional ideas, in the end they wanted to go with the one that most closely resembled their initial vision. The challenge was that the typefaces they wanted to use were cheap free fonts that did not have great form and did not fit well together. I spent a lot of time manipulating and customizing the letter forms in order to make them flow together seamlessly.
Step 3 | Materia Logo
Lucra has a sister company called Materia that they wanted a logo and color scheme designed for as well. We utilized the same shapes and a similar style for the type so that the audience knows they are related. We developed a separate color scheme to ensure the audience recognizes they are not the same entity.
Step 4 | Brand Guide Research & Mood
The research on this project was still extensive but didn’t take quite as long as usual because of my existing crypto knowledge (thanks Dash)! Not all of my research is pretty, but below you’ll see an image collage and some type pairing options that I did while making typography choices. To the untrained eye, all six type options might look very similar, but look closely and you’ll see the smallest differences can make a big difference in personality and tone.
I decided to go with Spectral for headings as a nod to our alchemy theme (which is unique in the crypto world where almost everything is sans-serif) and Nunito Sans for body copy.
Step 5 | Brand Guide
The brand guide includes color scheme information, color usage proportions, typography and UI kit specifications for buttons, logo usage information, background color options, brand imagery examples, along with merchandise and marketing mockups.
