Naming, visual identity, and website for a crypto trading security protocol.2019
“Working with Mark was a pleasure. He brought the ideal blend of creativity and efficiency to our rebranding process. Mark was a great facilitator for our renaming exercise, visual identity overhaul, and redesign of our user-facing channels. He challenged us to think beyond familiar concepts and take highly technical elements into succinct visual communication. I highly recommend him and hope to work with him again in the future!”
Exchange hacks had stolen billions from crypto traders between 2014 and 2018. Mt. Gox lost $450 million, Coincheck lost $500 million, and dozens of smaller exchanges disappeared with customer funds. Traders knew centralized exchanges were risky, but decentralized alternatives were not well-suited for active trading, so many accepted the risk and kept using centralized platforms.
Arwen, formerly Commonwealth Crypto, offered a third option. The Boston team of security and cryptography experts created a trading protocol that used onchain escrows and offchain atomic swaps, providing the security of decentralized trading with the speed of centralized exchanges. Traders could execute orders on familiar platforms without custody risk, even if the exchange was hacked.
Under After worked with the Commonwealth Crypto team to rename the company and create a visual identity reflecting the platform's reliable, robust, and secure offering. The brand strategy process identified the key attributes, positioning, and metaphors that formed the foundation for naming and design.
The metaphor direction explored nimble protection: shields or guards not rooted to one place. A key challenge was avoiding any name implying centralization, since decentralization provides better security and custodianship in crypto. Arwen, a fictional character and wise protector of travelers, personified that direction.
The triangular brand symbol resembles a capital letter A. The negative space represents an instantaneous atomic swap, with another triangle beneath to reflect the swapped triangle. Atomic swaps are cryptographically enforced in the Arwen protocol, providing secure trading without requiring trust in centralized exchanges.
Under After created an icon system flexible enough to visualize key Arwen concepts, including locked onchain escrow, liquidity, and trading mechanics, explaining how Arwen works for both users and centralized exchanges. Under After also designed Arwen's responsive website.
Services: Naming, Brand Identity, Illustration, Website Design
Client team: Sharon Goldberg (CEO / Co-Founder), Ethan Heilman (CTO / Co-Founder), Scott Sigel (Business Development and Marketing), James Dalessandro (Design Lead), Oak (Website Development).
Press: Forbes, Boston Globe, CoinDesk, CCN.