DURATION: FOUR WEEKS
Astrix: Building a Revolution
ROLE: BRAND STRATEGIST & DESIGNER
Astrix was a Web3 startup fighting ticket fraud but lacked brand foundations. The challenge: attract multi-generational audiences (primarily Gen Z) using Web3 benefits like fair pricing - without mentioning blockchain. My role was building their identity from scratch as an inclusive cultural movement, not a tech product, through strategic fundamentals and subtle visual cues of innovation
Chaos to Character.
We shaped Astrix into a living, breathing entity—a tech-savvy rebel with a passion for bringing people together. Visually, this translated to: a logo of merging tickets (capturing both blockchain’s redistribution and live events’ communal energy), neon-kissed colors that popped without screaming "crypto bro," and typography that balanced gritty personality with clean functionality. Every touchpoint—from social teasers with intentionally fractured layouts to QR tickets designed as collectible art—whispered innovation while feeling instantly familiar.
