Glistening 3D artworks and layers of motion meet in The Collected Works’ identity for Holograph

Holograph, a prominent player in the digital asset tokenisation space, strives to reinvent the way artists and collectors interact and do business by creating tools that allow users to securely manage various digital assets on different blockchains. Their identity, designed by The Collected Works, aims to establish a dynamic lifestyle brand that would not only serve as a platform for digital asset tokenisation, but also foster a cultural movement. The team, led by Co-founders Justin Colt and Jose Fresneda, worked closely with Holograph to capture the essence of their offerings, particularly the ability to create unique, open-edition digital artworks that exist natively on any blockchain.

“As we developed the conceptual direction for the identity, we were inspired by their product features, and wanted to develop an idea that would be central to the brand,” Fresneda tells us. “In this case, we focused on one of their main offerings, the ability to create a collection of digital artworks that is supported across multiple blockchains.” The NYC and New Orleans-based design studio communicate this in the brand’s logo, particularly through its animation that – very literally – presents the shape in perpetual movement, symbolising the seamless transfer of digital artwork across multiple blockchains. “Having established this idea,” he continues, “we seized on the opportunity to turn the static version of the logo into a stylized H – one with sharp edges that matched the typeface used in the wordmark, but with proportions that felt adequate for it to stand on its own.”

The brand’s 3D artworks play a crucial role in the identity system, further emphasising this central concept of layered multiplicity. These artworks are skillfully designed to create different levels of imagery, serving as hero or featured images, as well as textural or background elements. The usage of lighting, framing, and arrangement of shapes brings a sense of depth and intrigue to the artworks. “In macro form,” says Fresneda, “the shapes start to bleed into one another, and you can only catch glimpses of light reflected through their surfaces and edges. Zoom out and you start to have more clarity on what the shapes are, arranged in succession in sculpture-like ways.”

Rather than leaning into tech-y aesthetics, the team brought Holograph’s look closer to the fields of art and fashion. “Inspired by the look and feel of many museums and galleries,” Colt explains, “we decided that we only wanted to have one typeface through the entirety of the identity system.” Aligning with the dynamism and sophistication of the platform, Lausanne by WELTKERN® proved a versatile choice across all digital applications and UI, at all scales.

The identity is further strengthened by a stark black-and-white palette, which creates a chromatic foundation for the brand. “For the product design and UI, we understood the need for certain colours to guide the user experience, such as green for approvals, red for warnings, and darker shades of each for emphasis,” Fresneda says. “Instead of separating these from the rest of the identity, we embraced them, and matched them with the idea of a holographic foil gradient where these colours would be paired with lilac to create a harmonious effect.”

The overarching system extends to Holographs’s distinct product offerings, such as Mint, Bridge, and Core, each with its own icon and conceptual association. Mint represents the seamless uploading of new collections to the blockchain, symbolised by swift upward motion. Bridge focuses on the viewing and collection of royalties from different networks, depicted by shapes moving from one side to the other. Core revolves around the development of tools that complement Holograph’s features, showcasing perfect balance and synchronisation.

The Collected Works

Holograph