BRAND STRATEGY. VISUAL + VERBAL IDENTITY. PRODUCT DESIGN. UX/UI. CREATIVE DIRECTION
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Andromeda Protocol is the First Decentralized, On-Chain Operating System.
Andromeda is an all on-chain and multi-chain suite of products, tools, and utilities enabled by a decentralized Operating System we call aOS, or Andromeda Operating System. aOS is where Web3 starts.
The challenge
With the foundational technology elements and systems architecture of the protocol in place, the Andromeda team now needed to look forward, and building a solid brand presence and develop an intuitive user experience, that would live up to their promise of, "Easier, Better, Faster", all with getting to market swiftly.
Approach
The team started by doing in-depth demographic and product research for a unique Web3 audience. This meant getting to know the developer and business communities that already or could be aligned to Andromeda, furthering our understanding of what platforms they used, as well as understanding their logic and habits. Immediately after our initial research, we defined the core brand strategy (positioning, verbal and visual) and creative workflows. This gave the entire team a roadmap of how Andromeda would communicate and to whom they were communicating too. This strategy created comprehensive guardrails for all subsequent phases of the project and kept all teams connected with a shared vision.
While front and back-end development were progressing, brand design systems, content creation, UX design and development happen concurrently taking an agile approach to developing all communications, and visual expressions of the brand / product, as well as all associated content. These moving parts needed to come together seamlessly, all while executing with the meticulous detail my team is known for.
Usability and user interface standards were continuously tested and redefined on the fly, resulting in a truly, enjoyable drag-and-drop Web3 experience.
Simplicity and flexibility was our goal when defining the overall visual language. From the Andromeda Digital Object (ADO) library, to the App store and beyond, a suite of icons, user prompts and nomenclature were defined, tested and made available to the entire global development team.
Results
This was a one year engagement that resulted in a successful launch onto the Andromeda blockchain Testnet. The brand and the UX/UI design systems were overwhelmingly accepted by the Andromeda developer, product and investor communities, resulting in increased user engagement, project awareness and participation as well as amplified investments.
This is an ongoing project that is now entering into a comprehensive marketing and advertising phase. In the true spirit of Web3, this phase is evolving and with the right systems now in place, all future project phases are set for smooth sailing across the cosmos.
