XDEFI Wallet Branding
Creative Direction & Brand Design
XDEFI Wallet are forging a path in the world of Decentralised Finance and are well placed to become the market leader. It is the first chain-agnostic and decentralised cryptocurrency wallet available on the market and onboarded over 300,000 users on the first day of public release.
Having been part of the company from the very beginning, I witnessed first hand our rapid growth. Things had moved on so quickly that as we added more and more to the brand language to support what we wanted to achieve, we saw that we’d moved further and further away from what we initially thought would represent us as a company. It was time for us to grow up.
The Challenge
We wanted to update our branding and identity to a level that would firmly announce us as a force in the decentralised finance space, as well as ensuring we had a level of parity with established brands outside of our immediate competitors.
Development
The idea of the octopus was born from a conversation Emile, our CEO, and I had when we first started thinking about what our signifier should be. I remember saying ‘many hands can hold many things’ and it stuck. It also carries with it an association with the vastness of the ocean which is a great analogue for the vastness of the decentralised web, so it was always a great fit.
When I started sketching ideas for the new logo I knew I wanted to retain the octopus, but I also wanted to evoke a few other concepts. The shape of a coin was a basic starting point, so it was essential to simplify the image of the octopus so it would follow a circular shape.
Another consideration was trying to impart it with a feeling of motion, of forward momentum. We wanted to get across our determination — as a company — to move fast, move forward and be future-proof. These 3 things are what describe the ethos and spirit of XDEFI.
