Arwen
(2019)
Naming
Brand Identity
Visual Design

Arwen is a crypto trading protocol that enables secure trading on centralized exchanges without risk of loss, even if the exchange is hacked. Under After created the name, visual identity, and website design for this Boston-based security and cryptography platform.

Arwen
Arwen crypto trading brand identity system

Arwen, formerly known as Commonwealth Crypto, is a trading application and trading protocol that enables trading at centralized exchanges without risking crypto loss, even if the exchange is hacked.

Based in Boston, Arwen's founders are seasoned experts in security and cryptography. The platform uses on-blockchain escrows and off-blockchain atomic swaps to provide the security benefits of decentralized trading with the speed of centralized exchanges.



Arwen brand naming process and metaphor exploration

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 crypto offering. The brand strategy process identified key attributes, positioning, and metaphors that formed the foundation for naming and design.

The metaphor direction explored nimble protection: shields or guards that are not rooted to one place. A key challenge was avoiding any name implying centralization, as decentralization provides better security and custodianship in crypto. Arwen, a fictional character and wise protector of travelers, personified the metaphor direction.



Arwen brand symbol design and atomic swap concept

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.



Arwen icon system design for blockchain concepts Arwen blockchain escrow visualization system

Under After created an icon design system flexible enough to visualize key Arwen concepts including locked on-blockchain escrow, liquidity, and trading mechanics. The system explains how Arwen works for both users and centralized exchanges.



Arwen responsive website design mockups showing desktop and mobile layouts

Under After designed Arwen's responsive website, working closely with Scott Sigel, Arwen's head of Business Development and Marketing, on copy and supporting illustration.



Arwen website homepage featuring triangular brand symbol and secure trading messaging Arwen website product pages explaining atomic swap technology and escrow mechanics

Press



Arwen brand identity guidelines showing logo clearspace, color usage, and typography specifications Arwen brand applied to business cards, presentation decks, and digital materials Arwen brand applied to office signage, banners, and conference booth graphics Arwen brand stationery including letterhead, envelopes, and business cards with triangular accent

Services: Naming, Brand Identity, Illustration, Website Design
Client Team: Sharon Goldberg (CEO / Co-Founder), Ethan Heilman (CTO / Co-Founder), Scott Sigel (Director Business Development and Marketing), James Dalessandro (Arwen Design Lead), Oak (Website Development)







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