token.com Reimagines Crypto Landscape in Collaboration with 20something and ON

Creative company 20something, in partnership with ON, is revealing the brand strategy and visual identity for the global launch of token.com, having been appointed by the crypto disrupter following a competitive pitch in 2022. 

Boston Consulting Group predicts the token economy will hit $17bn by 2030, with 72% of institutional Asset Managers planning to develop solutions for asset tokenisation. When it comes to mainstream adoption however, the general understanding of Web3 tokenomics is next to nothing. The potential to empower the mainstream has been lost in the frenzy to profit from crypto currencies and trading NFT art as a commodity. 

token.com’s mission is to humanise the world of tokens and crypto currencies, to make it more accessible and easier to engage with, to help people understand what they’re investing in so they can invest in things that really matter to them. 

After being appointed by token.com to develop a new brand strategy and identity, 20something invested in research to identify the challenges and opportunities when building a new brand in a low-trust, high-complexity category. Currently, crypto exchanges are not fit for a mainstream purpose. They’re built on the language of trading platforms. They’re confusing and intimidating places that cater for the 1% of crypto users who track the markets 24/7. The reality is that very few people have any idea what tokens are or how to buy them. 

This understanding led to the team developing a brand that focuses on the proposition 'Invest with Intent'. This reflects token.com’s mission to shift mainstream audiences’ relationship with crypto investing from stab-in-the-dark lottery numbers towards values-led investing in projects and ideas they care about. “Intent” is also a key UX design philosophy, which sees the platform optimised towards quick and easy discovery, helping the user make considered, informed choices instantly. 

ON took the branding developed by 20something and translated it into a digital experience, starting with a new marketing website and looking forwards to the design of the token app. The concept of investing with intent was aligned with the ground breaking snackable and social features of token.com, to create an experience that is exciting yet simple for the audience. The close collaboration between 20something and ON has meant the brand principles are baked into the way the user experiences and moves around the token.com app. 

Featuring rich and vibrant illustrations by Betrand Aznar, the new visual world for token.com represents a huge departure from existing crypto platforms. It’s closer to a social app than it is a digital trading floor. 

Ben Kendall, VP marketing for token.com said, "In the midst of a bear market and negative headlines, our industry came under scrutiny, revealing its flaws. Scams and purposeless coins were rampant, while the crypto landscape remained complicated, faceless, and standardised. Crypto needed a rebrand. Our brief was to position token.com as the mainstream heaven in crypto hell, with an accessible brand that could guide users on their token journey. With a focus on unveiling the joy of discovery through captivating storytelling, to both inspire and empower our users to make informed investment decisions with ease." 

Rory Stiff, senior designer, 20something said, “For inspiration, we looked to another technological turning point – the 1960s space race. Inspired by the expressive hand-drawn letterforms of classic sci-fi book covers, we chose a modern interpretation of that eclectic style in Rutherford Craze’s MD Nichrome typeface. We’ve also embraced a storytelling technique reminiscent of that era, one that inspires people with a vision of what tomorrow’s world could look like. We want to open peoples’ minds to what’s possible if we decouple ourselves from what’s gone before and work together at change.” 

Tudinh Duong, founder and CEO, ON said, “The vision for token.com is revolutionary, and the challenge for ON was to ensure this vision came together to create an exciting and accessible experience for people who want to make a difference with their money. We're proud to be on this journey with token.com and 20something, taking a great step towards making the financial world more accessible and accountable.” 

Fran Docx, strategy partner, 20something said, “We knew our audience needed something sophisticated enough to gain trust but also welcoming, fun and accessible, to avoid alienating them. It was also important to us that we translated Mel and David’s infectious enthusiasm for the future of tokenisation into the brand. Their vision is a world where anyone can invest in anything and money can flow effortlessly into the things we care about most. This is not only a radical notion in crypto, but also a new vision for investing itself. The age of the token is upon us!”