Aptos Brand Identity
·Aptos is one of the world's leading
blockchain platforms, with millions of users processing
billions of transactions globally. Ashfall helped transform
their brand ecosystem, breaking decisively with industry
conventions to establish them as a category of one.
blockchain platforms, with millions of users processing
billions of transactions globally. Ashfall helped transform
their brand ecosystem, breaking decisively with industry
conventions to establish them as a category of one.
The blockchain industry's conventions of dark themes, neon accents, and crypto jargon had become constraints for a platform focused on human impact rather than technical complexity. The solution required transcending clichés to create something genuinely different.
The brand refresh repositioned Aptos as a trusted institutional partner for builders, transforming their identity to be more human-centered, confident, and built around the concept of moving what matters.
Aptos’s wave symbol forms the foundation of their brand across millions of wallets and applications. We refined it by sharpening, connecting, and aligning their waves toward the future. The established symbol became the anchor and inspiration for the entire brand system.
Core creative concept
The strategic direction was firm and clear:
“Moving what matters.” Creating a brand around
movement required rethinking every visual touchpoint, with
kinetic typography, motion-responsive photography, and
dynamic visual systems.
Modular composition system
A modular 16-unit grid system anchors all visual applications, creating hundreds of layout possibilities from systematic constraints. Components scale seamlessly from daily social media posts to global conference stages.
The system maintains absolute consistency while allowing extensive flexibility: Aptos can scale their brand presence without sacrificing coherence or requiring constant design oversight.
Pattern system
The brand pattern, an extension of the Aptos wave system, is a visual representation of the blockchain. Paired with the system’s geometric, glass-like shapes, our brand patterns add distinction and versatility to the brand system while communicating the importance of transparency within the Aptos ecosystem.
Shapes within patterns use only circles and squares, maintaining the logo’s geometric vocabulary. The systematic approach produces a distinctive visual signature across all brand applications.
Modular website platform
Atomic Design principles structure 300+
pages with unlimited scalability while maintaining
the integrity of the design. The modular system gives Aptos’s content team autonomy to build pages that maintain brand standards without designer approval.
A custom illustration helps users visualize complex concepts across the website, translating technical information into accessible visual language.
Typography
Season, a variable typeface that transforms between sans and serif, thick and thin, anchors the brand's typographic system. Its ability to shift between states reinforces the concept of movement: text literally moves to emphasize meaning.
Geometric precision balanced with rounded edges creates the right energy of human warmth mixed with technical precision.
Color palette
A light, warm color palette marks a radical departure from Web3’s typical neon aesthetic: a bold choice that sets Aptos distinctly apart. The colors balance human warmth with technical credibility, with nothing harsh or aggressive. The system was designed to work natively in both light and dark modes, but with an emphasis on staying in light mode to differentiate from the competition.
A truly decentralized collaboration
Ashfall’s partnership with Aptos thrived on
our shared conviction that networks outperform
hierarchies. The project’s scale and ambition demanded
seamless collaboration, with unified teams distributed
across three continents and multiple time zones.
Impact and evolution
The new brand launched at The Aptos Experience in New York City on October 15th, positioning Aptos beyond Web3 conventions for a community of hundreds of thousands of users and over 1M social media followers.
The collaboration continues as Aptos evolves from specialized technology to essential infrastructure, with Ashfall as ongoing brand partner supporting their expanding influence.
Media Features
- The Brand Identity
Brand New
Brands in Motion
Visual Journal
Visuelle
Mindsparkle Mag
Outstanding Branding
Ashfall Team
- Leslie Uy
Alex Predusel
Martin Ehrlich
Jared Granger
Mubeen Qassim
Vitor Cardoso
Dominik Budimir
Martin Egrt
Gilles Tossoukpé
Marek Ehrenberger
Aptos Team
- Janet Lee
Jake Skinner
Sophie Morrison
Joe Hughes
Uyen Nguyen
Partner Agencies
- Motto (Strategy)
Evil Martians (Web Development)
