2024
Fireblocks
Crafting and maintaining an evolving brand for a blockchain infrastructure giant.
Fireblocks is one of the world's largest and most secure blockchain infrastructure providers, trusted by major financial institutions as well as household consumer brands.
I was centrally involved in the Fireblocks visual identity since the company's inception in 2018, first as external creative lead, then as in-house Creative Director. During this time, the Fireblocks brand has evolved through multiple visual iterations as the business grew from a small startup to a global leader.
Selected pages from the Fireblocks Corporate Visual Identity Guidelines document.
A Mature and Contemporary Visual Identity for the Industry's Vanguard
With innovative product features and a growing clientele of notable brands and financial institutions, Fireblocks quickly established itself as a global powerhouse. This rapid shift brought about the third and most recent (as of 2024) iteration of the Fireblocks brand and corporate visual identity.
In contrast to the previously louder and more explicit identity of a technology startup, this brand iteration establishes a tone and visual language that is calmer, more confident, and better suited to address a broader and more institutional audience.
The previous Fireblocks visual identity in 2020 is documented over at Studio Simpatico.
Sample slide, part of the branded corporate presentation template.
Featured sales enablement document.
Featured pull-up baners.
Business card concept.
The Building Blocks of Blockchain Businesses
The Fireblocks mark has been a central design element throughout the brand's history. I found it vital to retain this familiarity in the new iteration of the brand, but with added maturity and polish.
Rendered as a material object, the Fireblocks mark now acts as a fully graphical design element that allows for flexible, varied layouts. In addition to creating a strong link back to the Fireblocks logo and name, they serve as a visual metaphor for structure, security, and the building blocks for blockchain businesses.
Designed and rendered using Adobe Illustrator, Adobe Dimension, and Adobe Photoshop.
Flexible Artwork to Elevate Content Marketing
Fireblocks leverages social media in publicizing its industry expertise and technological innovation.
In order to sustain the sheer frequency of both content and product marketing, the marketing team needed intuitive templates as well as training on using them independently.
The flexibility of the visual identity also allows for unique yet consistent visual design for specialized campaigns.
Featured creative for specialized campaigns.
Featured product marketing and technical content creative.
Featured content marketing creative.
Featured event marketing creative.
Fireblocks on the Ground
Being at the forefront of blockchain innovation, Fireblocks needed to elevate its presence at trade shows and events. The new visual brand allows for strong messaging and typography, and blends artwork with physical spaces with the use of dimensional graphics.
Selected pages from the SPARK brand guidelines.
Attendee badge.
Attendee badge.
Powered by Fireblocks
To demonstrate the full Fireblocks offering, we devised an advertising campaign promoting the success of businesses built on the Fireblocks platform.* The was the first time Fireblocks was proposed a print and OOH advertising campaign.
* For confidentiality, the names of the retail and payment processing clients in the ad concepts below have been respectively changed to ShopCo and PayCo.
OOH ad concept.
OOH ad concept.
OOH ad series concept.
Print ad concept.
Social media paid ad concept.
Modular Design Paired with Flexible Content Management
An evolving product suite, a wealth of customer testimonials, and a growing content hub called for a flexible CMS and intuitive page designs.
Currently being implemented as WordPress Gutenberg blocks, the modular web design system allows for new pages to be built with ease and consistency.
Fireblocks.com homepage concept.
Mobile breakpoint samples from Fireblocks.com.
A Thoughtfully Designed Content Management System
The content and functionality requirements for each content block stemmed from extensive interviews with content creators and subject matter experts alike. In addition to this research and the web design, I worked closely with both internal and contracted developers from planning to quality assurance.*
Sample blog post.
Sample platform feature artwork.
Sample set of custom icons.
