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Fintech brand and community · 2024

UNITY

Brand, community and campaigns for UNITY, a fintech and blockchain project with an international community: one visual system for two audiences, in Spanish and English, from the weekly live streams to the Punta Cana summit.

Client

UNITY · World Unity

Sector

Fintech and blockchain

Role

Head of Marketing and art direction

Year

2024

Duration

January – September 2024

Scope

Strategy · Brand · Community · Campaigns · Events

Channels

Discord · Telegram · X · Live streams · Events

The challenge

Grow an international community around a fintech and blockchain product, with continuous content in two languages for people who arrive not knowing what this is.

The insight

The community has two audiences who don't want the same thing: outsiders need someone to explain what this is; insiders want to see their own name in big letters.

The idea

One system for both audiences. The only thing that changes is who the piece is looking at.

Banner for the Economía Digital livestream, with two cut-out speakers and the list of time zones
A livestream announcement, time zones alongside.

The system

The blue, the orbit of dots and the marked corners repeat across every piece. With that fixed, an invitation, a recognition post or a notice reads as UNITY before anyone reads a word, in Spanish or in English.

Live streams and invitations

Every live stream has its banner with speakers, topic and time zones: the community is spread across several countries, and the time is the first thing they look for.

Banner for the ADN del Network Marketing livestream, with the speaker and a DNA helix
The same banner, another speaker, another date.

Recognition

The insiders: a fixed template where only the name, the rank and the tone change.

Upright recognition piece with a cut-out man under neon arcs and a giant V4
The step up to V4, named in full.
The same recognition piece for the V5 rank, with a different portrait and a different neon
Same mould, another rank, another tone.

Community and events

The system notices and the Punta Cana summit, with its qualifying deadline, share the same language as the daily feed.

A 3D robot head in profile, beside a system alert over black
The line sits inside an alert, OK button and all.
An aircraft window over a city, in an orange and turquoise gradient, announcing the summit
The Punta Cana summit, with its qualifying window.

Social media: feed and stories

Discord, Telegram and X. Some of the images —faces, scenes and posts— were generated with AI within the same system, when the piece had no source photo.

A mocked-up Instagram post over Moscow's cathedral, with a plane crossing
Russia joins, announced by a post that does not exist.
Laptops and screens floating over white and purple, with a question in the middle
Purple shows up once, and this is it.
A computer-generated woman's face in headphones, over blue, beneath the growth headline
Explosive growth, told through a face that does not exist.
Upright piece for the leadership call, speaker above and rank badges at the foot
Upright, for stories. V1 and above only.
A man at a laptop with a lit bitcoin in front of him, green over black
The bitcoin works as a lamp from below.

Palette

Unity Blue #2A70E0
Rank Cyan #00DCFA
Deep Blue #001C62
Summit Gold #ED9A24
Orbit Black #0A0D12

Looking for a creative director?

Let's talk about your team or your project

Available immediately to join an agency or company as a 360 Creative Director. I also take on one-off projects.

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