Branding :: UI/UX Design
3Twelve
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Lead Designer / Art Director
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6 weeks for rebranding and web design
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Logo & Style Guide
Website Design
Overview
3Twelve is a Venture Capitalist firm with a focus on scaling crypto-based clients. 3Twelve needed to level up their branding and homepage experience to make the best first impression with potential leads and partners.
3Twelve’s original homepage experience (below) was oversimplified and did not stand out as a tech-focused partner in the industry.
Logo Redesign
3Twelve’s mission is all about growth. Thus, the final logo concept was centered all around the idea of ‘scaling’. Just as 3Twelve helps companies expand, their logo’s primary formats can expand into each other with a consistent frame-like visual device. This formatting opens up opportunities for animation in the future for their socials & website.
The custom arrow-like typography within the ascenders of some characters also alludes to the forward trajectory of 3Twelve’s partners.
Animation concept
Website Redesign
With 3Twelve being focused in the web3 space - they wanted to tap into a futuristic stand-out site that would grab clients attention. However, the dark and mysterious sci-fi look & feel is overused and would not provide 3Twelve with the air of professionalism & approachability that they wanted to uphold through the redesign.
My approach to develop a perfectly balanced, ‘future-like’ yet ‘modern’ visual direction was done through a series of presentations utilizing moodboards and competitive research - including pulling inspiration from their own clients such as Star Atlas and Raydium.
Soon, I honed in on a visual style that used etherial animations and abstract celestial-like graphics to achieve a standout homepage design that offers a fresh, professional take to ‘futuristic design’.
Desktop scrollthrough of 3Twelve’s website redesign.