2025
WEB3: CREATIVE
CLIENT: THE PROJEKT, FL.
IMAGES: 20

A brand system engineered for decentralized conviction.

Protocol wasn’t just seeking a fresh appearance; it required a new way of communicating. We developed a modular brand and digital identity that reflects the product’s structure—clean, scalable, and purposeful. This new foundation is designed to empower founders, enabling them to take charge of their vision rather than merely pursuing it.

By aligning the brand with the product’s architecture, we created a cohesive identity that resonates with the core values of innovation and leadership, fostering a community of forward-thinking entrepreneurs.

02–02Introduction

Protocol began as a bold exercise in restraint — to design a brand that speaks with precision in a space full of noise.


We engineered a visual and digital system that feels inevitable:modular, scalable, and unapologetically clear.


Not built to impress. Built to outlast.

Built Like the Product: Modular, Relentless, Precise.

Protocol didn’t need surface polish.

It needed a system strong enough to carry conviction. So we built a brand around its core mechanics— a visual language that mirrors its modular infrastructure, and a digital identity that scales with its ambition. This wasn’t style for style’s sake. It was clarity, engineered.

Not a rebrand.

A full-scale market weapon.

Neue haas grotesk54 pt

We selected Neue Haas Grotesk for its clear, modern elegance. Its presence is strong yet understated, making it ideal for impactful messaging that captures the essence of the brand. This typeface strikes a balance between boldness and subtlety, perfectly aligning with our brand's identity.

Neue haas grotesk32 pt

Crafted for extended reading sessions, Neue Haas Grotesk strikes a perfect balance between warmth and clarity. Its inviting character ensures comfort, while its crisp lines embody the technical precision of Protocol, making it an ideal choice for both engaging narratives and detailed documentation.

Neue haas grotesk20 pt

Compact yet powerful, this design emphasizes clarity and context. It provides ample space for essential information and supportive messages, ensuring everything is easy to read and visually appealing. No unnecessary elements clutter the layout, maintaining a professional and engaging presentation throughout.

Neue haas grotesk14 pt

We crafted an innovative brand system, flexible technology frameworks, and an identity focused on speed, security, and scalability. Our goal is not merely to navigate the challenges of today's market but to position ourselves as leaders for the future, ensuring we thrive in an ever-evolving landscape.

Color: 01

HEX: #FDFBEE

RGB: 253, 251, 238

HSL: 52, 79, 96

Color: 02

HEX: #D7D2CB

RGB: 215, 210, 203

HSL: 37, 13, 82

Color: 05

HEX: #86B6AF

RGB: 134, 182, 175

HSL: 172, 26, 62

Color: 06

HEX: #318479

RGB: 49, 132, 121

HSL: 172, 46, 35

Color: 07

HEX: #125A50

RGB: 18, 90, 80

HSL: 172, 67, 21

Color: 08

HEX: #022F29

RGB: 2, 47, 41

HSL: 172, 92, 10

Color: 03

HEX: #160F08

RGB: 22, 15, 8

HSL: 30, 48, 6

Color: 04

HEX: #FDFBEE

RGB: 253, 251, 238

HSL: 52, 79, 96

Color: 09

HEX: #FFFFFF

RGB: 255, 255, 255

HSL: 0, 0, 100

Color: 10

HEX: #F6F6F6

RGB: 246, 246, 246

HSL: 0, 0, 96

Color: 11

HEX: #EAEAEA

RGB: 234, 234, 234

HSL: 0, 0, 92

Color: 12

HEX: #949494

RGB: 148, 148, 148

HSL: 0, 0, 58

PR | US | 2025

DECENTRALISED GOVERNANCE

Protocol is more than a case study—it’s proof that branding can do what code does: scale, structure, and carry conviction across every surface it touches.

Closing statement

This wasn’t just a branding exercise. It was a strategic buildout of a digital-first identity capable of growing with the product. From visual language to UX context, everything was designed to align with Protocol’s mission: clarity in complexity, leadership through design. The result? A brand built like a product—modular, intentional, and unmistakably future-ready.