Arwen used blockchain escrows and atomic swaps to eliminate custody risk while maintaining centralized exchange performance. Under After created the name, visual identity, and website for this Boston-based security protocol.
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. Many traders accepted the risk and continued using centralized platforms.
Arwen, formerly known as Commonwealth Crypto, offered a third option. The Boston-based 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 centralized platforms without custody risk, even if the exchange was hacked.
“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!”
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.
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 design system flexible enough to visualize key Arwen concepts including locked onchain escrow, liquidity, and trading mechanics. The system explains how Arwen works for both users and centralized exchanges.
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.
Press
- "Hundreds of millions of dollars in crypto have been lost... Arwen cuts through the noise and creates a solution to the problem." — CCN, Apr 2019
- Their Goal: Make Crypto Less Scary – Boston Globe, Feb 2019
- This Startup Is Fixing The Biggest Security Hole In Bitcoin Exchanges – Forbes, Jan 2019
- Crypto Startup Wants You to Trade on Exchanges Without Trusting Them – Coindesk, Jan 2019
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)