V2 Brand Rework

New Order DAO

New Order is a community-driven venture DAO with a focus on building DeFi startups through Incubation and Acceleration. In contrast to traditional venture platforms that provide capital, New Order instead offers valuable resources and expertise- operating essentially as a Co-Founder.

New Order was created with the vision of being a self-governing venture platform positioned to facilitate the edge-of-the-edge of DeFi. The protocol is organized around a belief that the immense opportunities of decentralized finance can only be rendered through embracing collaboration, non-segregation, and multi-chain at its base.

Scope of Work

I was invited to develop a proposal for a brand revision for the protocol. This entailed facilitating a stakeholder consultation process to identify what fundamental aspects of the existing brand were successful, and which elements were felt to be lacking or in need of re-examination.

Throughout the process, I worked closely with the marketing team, BD and founders to iterate upon the brands’ existing visual identity, doubling down on strengths and exploring new angles to leverage to communicate New Order’s unique selling points and future-forward vision.

Key Takeaways

This exercise helped to sharpen the team’s focus on brand narratives which would resonate with what we identified as four primary target audiences, with arguably the most important being Founders in Residence/ prospective incubator program participants. This cohort is particularly sophisticated in their understanding of the web3 landscape and likely to be most discerning when it comes to evaluating participation with a community-driven accelerator program.

In developing this new direction for the New Order brand, I sought to produce a visual language which was modular and could be adapted to communicate to the brand’s multiple distinct audiences. I aimed to strike the right aesthetic balance, which could be expressed to appeal to both the defi-savvy degen community as well as more reserved, institutional audiences.

What follows here is a selection of pages from the New Order V2 brand styleguide.