CASE STUDY

2023

BRAND REFRESH

Moonwell

Lend, Borrow, Build Your Tomorrow

Moonwell

Brand Refresh

Thanks to Coinbase, the general population is becoming more aware of cryptocurrency. Still, it’s not readily apparent to most what they can do with their assets besides keep them or sell them.

Moonwell is a platform for users to leverage their digital assets as they would with traditional currency. Now, people can lend or borrow their Bitcoin and put it to work, accruing interest along the way.

Decentralized finance (defi) platforms are built for those already well within the crypto ecosystem. There’s a barrier for many newcomers between the jargon, technical interfaces, and assumed knowledge. As Moonwell established its partnership with Coinbase’s Base, this was the opportunity to lower the barrier to entry for newcomers to crypto.

We helped Moonwell to establish their core idea, their focus—“Lower the Barrier, Raise the Bar”—which means that while others continue to speak to insiders with technical lingo and use the same visual cues, Moonwell focuses their attention to the crypto dabblers, the newcomers. All the work we did together was built on this foundation.

Our design system built on “Lower the Barrier, Raise the Bar” emphasizes functionality over being fancy, substance over style. Finding inspiration in astronaut apparel, the color palette is bold and modern. The symbol reduces elements from the original logo to become an instantly recognizable pair of crescent moons revolving around a “well”. We designed and animated graphic elements inspired by orbital trajectories to show the back and forth of lending and borrowing than Moonwell enables.

To support execution, we developed comprehensive digital brand guidelines with templates, tutorials, and walk-throughs to demonstrate how to use the brand assets and scale into the future.