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 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 an Emerging Audience
With innovative product features and a growing clientele of notable brands and financial institutions, Fireblocks quickly established itself as a global powerhouse. Meanwhile, the release of product SDKs and REST API access meant that Web3 developers could now build blockchain apps or even entire businesses using Fireblocks.
What was once a product for securing and transferring cryptocurrencies suddenly became a foundational layer on which blockchain businesses could be built. This rapid shift brought about the most recent iteration of the Fireblocks brand and corporate visual identity.
In contrast to the previous identity of an emerging tech startup, this brand iteration establishes a tone and visual language that is futuristic, innovative, and confident. Simultaneously, the new identity provides content and graphical flexibility to target specific audiences — it can appeal to both enterprise clients as well as Web3 developers, all the while remaining undeniably Fireblocks at its core.
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.
The Fireblocks brandmark was used as a flat design element in the first iteration of the Fireblocks visual language. The second iteration added dimension to the graphic but retained the vector style. This next generation of the graphic is the most mature in its evolution.
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.
The 3D block is designed and rendered using Adobe Illustrator, Adobe Dimension, and Adobe Photoshop. In motion, the block is rendered and animated using Blender and Adobe After Effects.
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.
Marketing website components derived from the Fireblocks platform design system.
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 owning this research as well as 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.
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.
Various marketing creative optimized for social media.
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.
Trade show booth design.
Compact booth design.
Compact booth design.
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.
