Project

Chainflip Brand Identity

Chainflip Labs is a Berlin-based company developing a decentralized exchange protocol that enables seamless cross-chain cryptocurrency swaps without the need for wrapped tokens. Utilizing Multi-Party Computation (MPC) and Threshold Signature Schemes (TSS), Chainflip ensures secure and efficient transactions across multiple blockchains.

Role

Visual Designer
Motion Designer

Brand Strategy

Team

Sole Designer
Marketing Manager

Date

2023-2025

Link

Brand Guidelines

Visual Examples

Problem

Building a brand identity from the ground up was essential to establish a strong
presence in the Web3 space. While we had a logo and colors, we needed
a complete system to create consistency, differentiation, and scalability.

Building a brand identity from the ground up was essential to establish
a strong presence in the Web3 space. While we had a logo and colors, we needed a complete system to create consistency, differentiation, and scalability.

Building a brand identity from the ground up was essential to establish a strong presence in the Web3 space. While we had
a logo and colors, we needed a complete system to create consistency, differentiation, and scalability.

No Established Design System

No Established Design System

The brand had core elements like a logo and colours. but lacked
a structured system of components, typography, and motion principles.

The brand had core elements like a logo and colours. but lacked a structured system of components, typography, and motion principles.

The brand had core elements like a logo and colours. but lacked a structured system of components, typography, and motion principles.

Lack of Visual Differentiation

Lack of Visual Differentiation

We needed to craft a distinct identity that felt modern, technical,
and approachable.

We needed to craft a distinct identity that
felt modern, technical, and approachable.

We needed to craft a distinct identity that felt modern, technical, and approachable.

Scalability & Adaptability Challenges

Scalability & Adaptability Challenges

We needed an identity that could evolve with the company.

We needed an identity that could evolve
with the company.

Inconsistent Brand Experience

Inconsistent Brand Experience

From website design to content creation, we had to establish
a cohesive look and feel that reinforced trust and recognition.

From website design to content creation, we had to establish a cohesive look and feel that reinforced trust and recognition.

From website design to content creation, we had to establish a cohesive look and feel that reinforced trust
and recognition.

Value Proposition

A bold, scalable, and future-proof brand identity that sets Chainflip apart in the Web3 space, built for clarity, adaptability, and seamless integration across all platforms.

Cross-Chain Interoperability

Cross-Chain Interoperability

Unlock the power of native asset swaps between multiple blockchains,
enabling seamless transactions without intermediaries.

Unlock the power of native asset swaps between multiple blockchains, enabling seamless transactions without intermediaries.

Unlock the power of native asset swaps between multiple blockchains, enabling seamless transactions without intermediaries.

User-Centric Design

User-Centric Design

A simplified and intuitive platform that makes Web3 accessible to everyone, from novice to expert.

A simplified and intuitive platform that makes Web3 accessible to everyone.

Community-Driven Growth

Community-Driven Growth

Chainflip’s identity and product roadmap are shaped by the community,
making the platform adaptable to their needs and preferences.

Chainflip’s identity and product roadmap are shaped by the community, making the platform adaptable to their needs and preferences.

Chainflip’s identity and product roadmap are shaped by the community, making the platform adaptable to their needs and preferences.

Solution

A scalable, dynamic brand identity built for consistency, adaptability, and growth.

To create a strong, recognizable presence, we developed a cohesive identity that blends technical credibility
with a bold, modern aesthetic. This ensures seamless integration across product, marketing, and community channels, while allowing for future growth. With clear design principles, motion guidelines, and a flexible visual language, Chainflip’s brand stands out in the Web3 space.

To create a strong, recognizable presence, we developed a cohesive identity that blends technical credibility with a bold, modern aesthetic. This ensures seamless integration across product, marketing, and community channels, while allowing for future growth. With clear design principles, motion guidelines, and a flexible visual language, Chainflip’s brand stands out in the Web3 space.

To create a strong, recognizable presence, we developed a cohesive identity that blends technical credibility with a bold, modern aesthetic. This ensures seamless integration across product, marketing, and community channels, while allowing for future growth. With clear design principles, motion guidelines, and a flexible visual language, Chainflip’s brand stands out in the Web3 space.

H1

02

Motion Design System

03

Visual Design

Hello

04

Brand Expansion
& Co-creation

01

Design System

Design System & Brand Guidelines

Design System
& Brand Guidelines

Building a Strong Foundation: Crafting a Scalable, Consistent Brand Language.

Building a Strong Foundation:
Crafting a Scalable, Consistent
Brand Language.

Modular Design System

Modular Design System

Developed a flexible, scalable system for easy application across digital platforms, ensuring consistent use of elements while allowing for future adjustments and growth.

Comprehensive Visual Identity

Comprehensive Visual Identity

Created a complete visual system including color palettes, typography, iconography, and imagery that reflects Chainflip’s bold, modern aesthetic.

Brand Guidelines Document

Brand Guidelines Document

Compiled a detailed set of guidelines to ensure all internal and external teams align with the brand’s core values, design principles, and messaging for cohesive communication.

#FF33AF

Neon Pink

Bold, Deceintralized and Unstoppable.
It’s the colour of breaking old systems

and building new ones.

Bold, Deceintralized and Unstoppable.
It’s the colour
of breaking old systems and building new ones.

Bold, Deceintralized and Unstoppable.
It’s the colour of breaking old systems and building new ones.

#46DA93

Electric green

Fast, Trustless, and Always On.
It’s the color of transactions, staking,
and the decentralized pulse.

Fast, Trustless,
and Always On.
It’s the colour of transactions, staking, and the decentralized pulse.

Fast, Trustless, and Always On.
It’s the color of transactions, staking, and the decentralized pulse.

Motion Design System

We craft emotional stories through movement, creating experiences
that feel personal and engaging. Let these principles shape your animations.

We craft emotional stories through movement, creating experiences that feel personal and engaging. Let these principles shape your animations.

We craft emotional stories through movement, creating experiences that feel personal and engaging. Let these principles shape your animations.

Purposeful Movement

Purposeful Movement

Every motion should have intent, enhancing clarity, guiding users,
or reinforcing brand identity without distraction.

Every motion should have intent, enhancing clarity, guiding users, or reinforcing brand identity without distraction.

Every motion should have intent, enhancing clarity, guiding users, or reinforcing brand identity without distraction.

Fluid & Responsive

Fluid & Responsive

Motion should feel natural, smooth, and adaptive across devices,
maintaining consistency in speed, easing, and interactions.

Motion should feel natural, smooth, and adaptive across devices, maintaining consistency in speed, easing, and interactions.

Motion should feel natural, smooth, and adaptive across devices, maintaining consistency in speed, easing, and interactions.

Expressive Yet Minimal

Expressive Yet Minimal

Balance personality with function, use motion to create engagement
while keeping it subtle and non-intrusive.

Balance personality with function, use motion to create engagement while keeping it subtle and non-intrusive.

Balance personality with function, use motion to create engagement while keeping it subtle and non-intrusive.

Logo animation

We created a flexible logo animation system, designed for seamless integration
as both a closing signature and a visual aid for explaining swaps.

We created a flexible logo animation system, designed for seamless integration as both a closing signature and a visual aid for explaining swaps.

We created a flexible logo animation system, designed for seamless integration as both a closing signature and a visual
aid for explaining swaps.

Type in Use

Our animated text appears with gentle but brisk rising fades.
We have different motion use cases depending on the type of content.

We have different motion use cases depending on the type of content.

We have different motion use cases depending
on the type of content.

Playful and Emotive

Narrative and Adaptive

Bold and Snappy

Progressive and Fluid

Visual Design

Bringing Chainflip’s Brand to Life with Bold, Playful Precision.

Bringing Chainflip’s Brand to Life
with Bold, Playful Precision

Designed to Stand Out

Designed to Stand Out

Every motion should have intent, enhancing clarity, guiding users,
or reinforcing brand identity without distraction.

Every motion should have intent, enhancing clarity, guiding users, or reinforcing brand identity without distraction.

Every motion should have intent, enhancing clarity, guiding users, or reinforcing brand identity without distraction.

Seamless Across
the Ecosystem

Seamless Across
the Ecosystem

From web interfaces to community content, the brand adapts fluidly across
all touchpoints.

From web interfaces to community content,
the brand adapts fluidly across all touchpoints.

From web interfaces to community content, the brand adapts fluidly across all touchpoints.

Bold, Playful, Unmistakable

Bold, Playful, Unmistakable

A high-energy visual language that cuts through the noise and captures attention.

We prioritize consistency across all visual elements to ensure
the brand remains instantly recognizable.

We prioritized consistency across all visual elements to ensure the brand remains instantly recognizable.

We embrace whitespace to enhance readability and ensure that
the design feels open, uncluttered, and easy to navigate.

We embrace whitespace to enhance readability and ensure that the design feels open, uncluttered, and easy to navigate.

Brand Expansion & Co-creation

Brand Expansion &
Co-creation

I’ve led key initiatives that expanded our presence and deepened engagement, ensuring our brand remains dynamic and future-ready.

Building a brand in Web3 means constant evolution. I’ve led key initiatives that expanded our presence and deepened engagement, ensuring our brand remains dynamic and future-ready.

Building a brand in Web3 means constant evolution. I’ve led key initiatives that expanded our presence and deepened engagement, ensuring our brand remains dynamic and future-ready.

Boost Feature Launch Video

Beyond design, I played a role in end-to-end product launches, shaping the brand experience for Solana, Squid, Arbitrum, and Boost. These launches not only strengthened brand positioning but also drove community engagement, adoption, and trust within the Web3 space.

Beyond design, I played a role in end-to-end product launches, shaping the brand experience for Solana, Squid, Arbitrum, and Boost. These launches not only strengthened brand positioning but also drove community engagement, adoption, and trust within the Web3 space.

Beyond design, I played a role in end-to-end product launches, shaping the brand experience for Solana, Squid, Arbitrum, and Boost. These launches not only strengthened brand positioning but also drove community engagement, adoption, and trust within the Web3 space.

Squid Launch Video

Results

Increase

in Social Reach

Increase in Social Reach

Twitter followers grew from 10 to 82k in 12 months, driven by a refined brand voice, engaging content strategy, and motion-based visuals.

Brand Consistancy

Brand Consistancy

Despite adaptations across different formats (packaging, social media, video, outdoor advertising), the brand maintained its visual integrity, strengthening its recognition among the target audience.

Despite adaptations across different formats (packaging, social media, video, outdoor advertising), the brand maintained its visual integrity, strengthening its recognition among
the target audience.

Engagement 

Growth Rises

Engagement Growth Rises

Engagement rate on social media increased by 30%, with a 25% rise in follower count across all platforms after the rebrand.

Successful 

Product Release

Successful Product Release

$FLIP Token Launch reached 370K Views, with a 70% positive sentiment score based on audience feedback.

$FLIP Token Launch reached 370K Views, with
a 70% positive sentiment score based on audience feedback.

Motion-Driven Impact

Motion-Driven Impact

Animated social media content saw 10x more engagement compared to static visuals.

Learnings

Flexibility in brand design is key

Flexibility in brand design is key

A modular system allowed seamless adaptation across multiple platforms, reducing implementation time and ensuring consistency.

Clear Guidelines Streamline Collaborations

Clear Guidelines Streamline Collaborations

Pre-approved brand assets minimized revision rounds and sped up approvals when working with partners the target audience.

Motion Design Drives Engagement

Motion Design Drives Engagement

Integrating animation into digital touchpoints made interactions more dynamic and increased user engagement.

Minimalism Improves Clarity

Minimalism Improves Clarity

A simplified visual language reduced cognitive load, making calls to action more effective and strengthening brand recall.

Early Testing Saves Time and Costs

Early Testing Saves Time
and Costs

A/B testing with focus groups identified critical UX challenges early, refining the design process and reducing last-minute changes.

See More Projects

Chainflip

Website

2025

Chainflip

Website

2025

Chainflip

Website

2025