Tranquillity base: Analogue’s stark identity for Maven 11 brings a sense of calm to cryptocurrency
Having partnered with studio Code d’Azur who laid the foundations of the brand, Amsterdam-based agency Analogue built upon the work of their Dutch neighbour, crafting the ambient identity for crypto investment fund Maven 11. “Following this collaboration, we seamlessly transitioned into the web design phase,” Analogue tell us, crafting a website that not only aligns with the brand’s values, as they describe, “but also provides an intuitive and engaging online experience.”
Opting for a rigorous graphic language, Analogue turned to TypeType’s TT Hoves and Nippo by Indian Type Foundry as the primary and secondary typefaces, harnessing their distinctive, industrial aesthetic. “Nippo’s distinctive design elements give a technical look,” they recall, “that perfectly aligns with the innovative and cutting-edge nature of the industry,” complementing the uniformity of TT Hoves’s design. “They create a harmonious and balanced look,” Analogue note, “adding credibility and sophistication to the brand.”
Sharing a similarly graphic tone, stark illustrations were crafted for the brand, constructed of interconnected, dotted circles that symbolise the network Maven 11 shares. “They represent the participants in the crypto ecosystem and the collaborative nature of the industry,” they explain, animating the illustrations to represent the speed at which the industry moves. “This represents Maven 11’s commitment to staying connected,” Analogue remark, “embracing change and driving progress in the crypto industry.”
Following this technicality, Analogue embraced the ethereal, intangible nature of the industry space and introduced a fluid, semi-mysterious world for Maven 11 to inhabit – one rich in 3D forms and gradients. “The floating blocks in the visuals symbolise decentralisation in blockchain networks,” they detail, “where information is distributed across multiple nodes instead of being controlled by one entity,” with each block indicating one piece of data or transaction. “The rotation of the blocks represents the continuous and self-sustaining nature of blockchain technology,” they continue, denoting a sense of integrity and safety through ongoing verification across its network.
“The gradient colours draw inspiration from the sky,” Analogue suggest, “which holds a sense of wonder, expansiveness and limitless possibilities,” whilst simultaneously an accessible, universal tranquillity, fostering a trustworthy, “emotionally resonant” atmosphere in the process. “The space blue colour represents openness and expansiveness,” they add, epitomising the unlimited potential of the digital space it inhabits, a feature Analogue further embraced through gradients. “The orb gradient draws inspiration from the serene moments just before sunrise,” they describe, introducing subtle shapes of lighter blue hues, pink and peach. “This palette imparts a sense of freshness, hope and new beginnings,” symbolising the brand’s dedication to development and progress through the warmth it emits.