Vent make decentralised funding more accessible by empowering startups and investors in the blockchain space. Their launchpad, VentUp, allows users to identify early-stage opportunities for investment, with all startups vetted so users can be confident in their investments. Vent’s mission is “to reset the world’s perception of a decentralised launchpad while helping evolve the reputation of the DeFi space and crypto ecosystem as a whole”.
We conducted a holistic piece of research and brand strategy to understand the market and how Vent could effectively communicate with their target audience. The result was a clear opportunity to simplify and humanise the crypto investment offering—currently polarising and targeted at a small consumer group—to appeal to a broader demographic. However, this needed to be subtle and sensitive so as not to alienate early adopters.
The final brand appeals to Gen Zs and Millenials, the crypto-savvy and the crypto novices by adopting a playful yet confident aesthetic. The minimal primary colour palette bestows trust, while the animated stickers and vibrant signal colours add a touch of fun and humanise the brand.