New York – Moving away from the meme aesthetic that dominates much of the Web3 space, cryptocurrency company Coinbase is drawing from the visual language of wayfinding to create a brand identity that emphasises clarity and coherence.
The visual identity, created by design studio Moniker, takes a straightforward approach to marketing to appeal to users who are new to the Web3 space. To create an intuitive interface, the studio drew inspiration from traffic signals and wayfinding systems, while the use of movement in digital campaigns is intended to echo the frenetic pace of 24/7 crypto trading. ‘Unlike traditional financial markets, which have opening and closing trading hours, the crypto-economy is always open,’ explains Brent Couchman, founder of Moniker.
By prioritising accessibility and providing an alternative to the often-intimidating aesthetics that saturate the Web3 world, Coinbase is helping to facilitate the adoption of Everyday Cryptocurrencies.
Companies must prioritise an intuitive user experience to help beginners navigate often intimidating financial or web-based landscapes