Client
Kadena
Category
Web3
Kadena had grown beyond its earlier retail-facing crypto identity. As the company sharpened its focus on financial institutions, the brand needed to evolve with it. The challenge was not simply to refresh the visuals, but to build a more mature, trustworthy, and professional system while still preserving the clarity and distinctiveness that made the brand recognizable.
The existing brand was:
darker and more retail-leaning
more expressive than institutional buyers expect
less aligned with a polished, enterprise-ready market position
Lighter visual world
We moved away from heavier, darker crypto aesthetics toward a brighter and more open design language that felt contemporary, calm, and premium.
More professional typography and layout
The system became more restrained, structured, and deliberate, creating a stronger sense of clarity and confidence.
A more credible tone
Every touchpoint was designed to feel more polished and institutionally legible, without losing the energy of the brand.
Scalable system thinking
The work extended beyond one campaign into a broader design system that could unify product storytelling, launch moments, social content, and executive communications.
CMO: Mike Herron
Creative Director: Gerard “NZ” Bowden
Senior Designer: Shayna Blake
Senior Motion Graphics: Quintin “Q” Harris
Content Director: Carl Parker
Communitcations: Drew Mailen
Community Manager: Robin Schick
Marketing Director: Jeff Ou
Project Manager: Mallory Sutton
Product Marketing: Jordan S.
