PROJECT DESCRIPTION

Dragonfly is a leading investment fund behind many of these builders and the largest projects in crypto. Studio Freight was asked to evolve the Dragonfly brand experience to represent their position as boundary-pushing thought leaders helping to build the future of Web3.

Crypto is developer-native and rebellious by nature, so the brand sensibility was crafted with a dramatic and digital-first orientation. The core system was based on ASCII art (a graphic design technique that uses computers for presentation and consists of pictures pieced together from the characters defined by the ASCII Standard). From there, the experience was extended to include on-chain profile NFTs, pixel-inspired type, and a logomark that can be typed: >|<

The website was designed and developed to be the ultimate expression of the Dragonfly brand essence — the cryptonic ideal, the best possible version of a crypto-enabled world, will only be realized by building it.

PROJECT INFORMATION

Entry Type: Single Entry

Channel: Cross-Media

Primary Role of the Designer: Designer as brand steward

Client Relationship: A retainer relationship

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

Development Budget: Decline to state

Production/Execution Budget: Decline to state

Source of Funding: Client

Typefaces: Non Natural Grotesk - Bold and Regular; Non Natural Grotesk - Mono; Mondwest - Regular

Paper:

Materials:

CREDIT INFORMATION

Creative Director: Aaron Marks; Patrick Torres

Art Director:

Designers: Alan Alanis; Glenn Catteeuw; Jordan Hetzer

Researchers:

Developers: Franco Arza; Guido Fier; Clément Roche; Leandro Soengas

Copywriter: Clayton Fuller

Illustrator: Alan Alanis; Jordan Hetzer

Photographer:

Printer:

Producer: Lindsay Noll

Other Credits: Clayton Fuller - Managing Director; Anna Lamb - Creative Operations; Danielle Deley - Studio Manager

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