Brand Language

2023
Client Binance.US (in-house)
Role Art Director

Binance.US, a crypto exchange founded in 2019 with the purpose of serving US customers within the bounds of US regulation, is often confused with its much larger global counterpart, Binance.com. While Binance.US shares a technology stack with .COM, it is a separate entity. To help Binance.US differentiate itself, a refresh of the brand’s visual identity is critical. My ongoing project at .US is the development of a distinct visual brand that both plays nice with the look of the actual product and adequately captures the infinite possibility of crypto and Web3. In its most recent iteration, the visual brand leverages an assortment of 3D rendered objects, angular vector illustrations, and textured gradients. This melange of elements, although still situated in the distinctive black and yellow Binance palette, allows for the creation of collateral that feels more whimsical and inviting than the dark, flat graphics of the past.

Editorial Graphics