Art direction, branding, motion graphic
#blockchain
#tokenization
#NFT
#web3
LINEWORK
Linework is a fintech blockchain company supporting its customers through state-of-the-art DeFi applications served by its two Business Units: Personal Services and Capital Solutions.

Their goal is to mobilise people and organisations worldwide by delivering fairer more attainable access to blockchain resources.

My work with Linework has been a  monumental branding process, providing lots of challenges in distinguishing itself from the many other  blockchain competitors. Over 9 months I developed a more and more complex visual design system, using the golden ratio as my foundation.
The design process
After deep diving into the world of blockchain, crypto and social project logos, it was clear that this market has already adopted a distinct style. The challenge Linework presented was two fold:, ‘How do we define the Linework’ brand in a highly competitive market?’ and ‘How do we communicate the accessibility of Linework’s services without blending into the background?’.
Logo
The design process started from a sketch of the logo’s design, with the objective of making Linework recognisable and easy to remember; reflecting the blockchain’s mission statement.

This initial design was followed by curating the colour scheme and developing a logo that would fit different occasions and environments.

As part of the brand identity, I choose a typeface that would be flexible, readable and modern, but ready to transmit a strong, intuitive message.

But Linework doesn’t end here as we can in fact divide it into 3 sub-brands: NFT, Tokenization, & Finance.

Each of these brands represented different users with their own characteristics and visual preferences but simultaneously had to be recognisable under the Linework umbrella. This perspective presented the biggest challenge of the project.
Tone of voice
Each of these brands represented different users with their own characteristics and visual preferences but simultaneously had to be recognisable under the Linework umbrella. This perspective presented the biggest challenge of the project.

The NFT’s communication was oriented for a younger audience compared to the Asset Tokenization product .

Conversely, Linework’s financial services are transversal and inclusive for anyone ready to manage their assets through the powerful decentralised system.
Brand identity
Once I had delivered the brand and implemented the guidelines, we started with the production of materials for B2B and B2C brand communication.. Crafting the project from physical to digital outputs, I follow a clean approach that looks fresh to the eyes of potential stakeholders without being too chaotic. The main drive of the Linework projects has been the products simplicity and usability for clients who are not yet confident with blockchain and web3 products.
Project Delivery
After successfully embedding the brand into the organisation's initial phase, things rapidly evolved as the needs of the brand grew on a monthly basis; updating white papers, integrating with pitches and meshing with roadmaps. It was a professionally thriving and educational experience, working for a blockchain startup in this phase of early development and expansion.

After 9 months of delivery  the founder and project manager of Linework approached me requesting a video showing all the possibilities the Linework web app offers in just one, simple, product. Through my holistic approach to visual design, we were able to agree upon one production designed to be subdivided in shorter videos, each describing the single aspects of the Linework app.

We opted for a younger more accessible tone of voice, that would engage the emerging NFT market whilst also appealing to a tech savvy Tokenisation audience. 

Linework is constantly evolving its visual communication to keep up with the dynamic blockchain market. From this  necessity, designing the key visual elements to be equally dynamic was essential. The organisation's mission is to deliver an accessible solution to a complex market by humanising their brand and this is the thread that has run throughout this design project. 
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Let's get this project started
franchi.creative@gmail.com