DeFi Alliance: Brand Identity Share: Embacy Score Awaiting client review n/a Date Published 28 February 2022 Reading Time 2-Minute Read It is a brand identity for DeFi Alliance, a North American startup accelerator. About the Client DeFi Alliance connects founders to the largest traditional trading firms through their Accelerator program. During this program founders learn how to grow their own startups. Brand Idea The concept behind the branding is in Terraforming. DeFi Alliance brings together founders, legal experts and everyone from DeFi to colonize the new DeFi planet with different products. DeFi also has three visual metaphors: Planet. It all starts with an uninhabited planet. Red DeFi planet shows no sign of life, but founders colonize it with their green startups that can create a suitable environment for DeFi system. Characters. Founders colonize the planet with their startups, and the experts, liquidity providers, and investors help them do it. It was important for us to show the diversity, so this planet is inhabited not only by humans, but also by aliens, and even by robots. Brand Identity DeFi Alliance connects founders to the largest traditional trading firms through their Accelerator program. During this program founders learn how to grow their own startup. Guide Book The color palette is broad, but we highlighted the main colors and gave them unique names to make them easier to remember. Main fonts in this style are Trap and Be Vietnam. Be Vietnam makes it easier to scan the text, while Trap accents it.