Setting the Standard
Re-imagining a rapidly expanding Fin-Tech scale up to bring legitimacy and reputability.
Conceptualised and executed within a month, by a small in-house team.
Brief
Copper.co is a crypto custodian that harnesses blockchain technology to provide underlying digital infrastructure that will transform the future of finance.
Due to Copper’s exponential growth from a small FinTech startup of 20 to a serious institutional player employing over 250 people, the brand required a substantial revamp. Since its early beginnings its competitive landscape has changed and it needed to re-assert itself as the leader of the pack. To position Copper as the authoritative figure in custody infrastructure, Copper’s brand needed to communicate sophistication and maturity.
Role
Mid-weight designer
↳ Brand Conceptualisation
↳ Print Collateral Design
↳ Photography Director
↳ Designing multiple pieces of brand collateral
Agency
In-house
Solution
Copper’s brand vision is to transform Finance as we know it. It believes that in the future there will be no differentiation between Traditional finance (TradFi) and decentralised finance (DeFi) because everyone will be using the blockchain. It will be the new standard.
Origami paired with digital accents created the perfect visual metaphor of TradFi and DeFi evolving together. Origami is mathematical and precise, ancient but also timeless. This traditional art was accentuated with rulers and grids and juxtaposed with 3D imagery to reflect Copper’s emerging infrastructure technology. All tied together with the new end line, “Setting the Institutional Standard for Digital Assets”.
Two-fold.
Targeting banks and financial institutions, the updated identity forges a unique path against typical corporate branding while cutting through the white noise of
crypto consumerism.
Origami encompasses many dichotomies.
It is both an ancient art and used as an innovative technique today to advance surgical science. It is tactile and analog, but appears highly modern and geometric. It nods to the past, therefore not neglecting TradFi but makes way for DeFi. The precisely folded forms combined with digital details foreshadow blockchains influence in the finance space.
A highly adaptive and flexible brand identity
Process Work
Below are some examples of process work that led to the final executions. They not only explore the dualities previously mentioned but also explored the relationship of man-made technology and the natural world using double exposure; another apt metaphor for TradFi and DeFi. The photos here were taken in a makeshift studio I made in my house with an iPhone as a camera and a camping head-light as lighting. These experiments, although rudimentary, showcase the potential of the beautiful origami forms.
