Ripple Brand Design System

Role: Creative Direction, Lead Designer
Company: Ripple

About the Project

In response to the changing landscape of the crypto and financial services sectors, we recognized the importance of evolving the Ripple brand. We undertook the modernization of our visual identity, refreshing elements such as the logo and color scheme, and integrating new typography to maintain uniformity across various platforms. With a focus on scalability, we crafted adaptable guidelines to accommodate Ripple’s ongoing growth, culminating in a unified, vibrant and refreshed brand system.

Strategy

At the outset, our team conducted a comprehensive audit to thoroughly understand the current positioning, communication and visual strategies of Ripple in the crypto technology sector. This initial assessment was crucial in guiding our efforts to redefine how Ripple verbally and visually communicated, aiming to firmly establish it as both a seasoned and reliable partner in the industry, with the foresight and capability to develop solutions for a rapidly evolving landscape. Building upon the insights gained from the audit, the brand strategy team introduced the "Vision in Action" concept. This core creative idea, intended to guide all future creative work across various mediums, focuses on the dynamic interplay of elements, where one inspires and elevates the other, leading to innovative and effective outcomes.

Visual Execution

Our visual identity embodies the principle of synergistic duality, seamlessly merging tradition with innovation and combining stability with agility. This central theme is woven throughout our branding elements, from the logo and color palette to typography, imagery, iconography, graphics, motion and copywriting. To emphasize our dynamic and forward-thinking stance in the crypto technology sector, we've opted for a bold, contrasting color scheme. Additionally, our graphic language and typography incorporate a blend of shapes with both sharp and round edges, symbolizing the adaptability of our brand and its equilibrium between precision and user-friendliness. This intentional design strategy underscores our commitment to technical excellence while ensuring approachability and accessibility.