CASE STUDY

2022

REBRAND

Archetype

Accelerating the decentralized future

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Archetype

Rebrand

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Archetype had successfully raised two funds and was already actively investing in crypto’s most promising talent and ideas. The small but mighty team of true crypto natives had built a reputation of being truly there for the community and crypto culture.


They grew their business through word of mouth, with glowing endorsements from people who knew, firsthand, the breadth and quality of what they had to offer.

Archetype wanted to go from being a well-kept secret in the world of venture capital to become a well-known player in the space whose investment moves hold weight.

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Their biggest problem was their brand dissonance. Their first bootstrapped brand identity didn’t reflect their personalities, communicate their investing ethos, or inspire confidence. The website had broken links and outdated information.

With a new office space and reno also in the works, the time was right for a 360° refresh. The team, assembled by VectorDAO, was poised to help them make big moves. Our goal was to help Archetype’s reputation precede them.

We built a flexible identity with a vibrant colour palette, featuring hues less commonly seen in the world of crypto and investing. A simple yet distinctive system of geometric patterns create movement and can be used across different mediums for consistency.
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Katherine Wu

Principal,
Archetype

“We felt heard and valued and loved the end product. I also really appreciated the attention to detail that made us all feel special.”

DELIVERABLES

  • Brand strategy deck
  • Competitive analysis
  • Logo & visual identity
  • Website design & build
  • Pitch deck template
  • Branded promo items
  • Custom image library
  • Motion design

TEAM

Bonus Round:
Brand strategy and design

Sania Saleh:
Web development

Jonathan Yan:
Project management

ARCHETYPE

Ash Egan
Katherine Wu
Danny Sursock
Katie Chiou

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