London DAO is a Decentralized Autonomous Organization operating in the web3 space as a champion of ETH culture and history
London DAO is a leader in the generative art NFT space, a community of de-fi and gen-art lovers coming together to manage a treasury born from NFT sales of London GIFTS, London EMBERS, and $LONDON token. The NFTs and London DAO grew out of Proof of Beauty Studio.
“[Blacksmith] went above and beyond to create something that truly reflects London DAO and we could not have been more pleased with the results.”
— London DAO Council
THE BRIEF
Scope of Work
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Brand Development
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Brand Identity Design
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Creative Direction
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Merch Design
When London DAO came to us, they had an existing brand identity, but felt that it could be updated to reflect the project's unique personality. Together, we developed their brand's message and positioning in the NFT / web3 space to help crypto users better understand how London celebrates ETH history.
The attitude was to reflect the aesthetic history of the city of London while maintaining the colorful, geometric shapes featured in the NFTs.
Messaging
Mission
Design artful experiences that celebrate ETH culture & history.
Promise
Celebrate Blockchain
Vision
Champions of ETH Culture
Values
Culture, Stewardship, Design, Play
Visual Identity
Working off a brand anchor of “Structured and Chromatic”, we took our direction from 1960s London counterculture and primary colors as geometric “building blocks”. We worked closely with the DAO council to hone in on a style that represented their celebratory yet sophisticated nature.
The pound symbol (£) for British currency was an essential form to communicate, both as a symbol of currency and as a metaphorical representation of the Ethereum Layer 2 Hard Fork London DAO was built to celebrate.
Exclusive Merch
Finally, a few exclusive pieces of merch to celebrate the project.
