Questbook is a product and community that brings together curious individuals determined to build more together and elevate and accelerate humanity's economic mobility.
It serves builders as they navigate and build the tech infrastructure of web3, encouraging collaboration and exploration. For the web3 ecosystem, it supports those who build, and build ourselves, the infrastructural tools necessary to realise the promise of decentralisation, community and innovation in web3. And as a team, it strives to materialise learning, amplify opportunity and accelerate earning — a few steps closer to an equitable world. A mighty task, but a worthy challenge.
This intensive project involved research and discovery, brand strategy, brand identity design, website design and development. We began with interviewing builders from the broader developer community to learn more about their core values and interests. In parallel, I also conducted collaborative workshops with the founders and core team to learn the 'why' of Questbook and the vision for the brand. These conversations uncovered key insights about the brand and builders (our target audience) at large. We experimented with a few different iterations of our brand platform, toggling between different values and how important they are to the team and the Questbook brand. Working closely with the founders, we finally conceptualised Questbook’s brand platform 'We, the builders'— including its meaningful difference, brand values and manifesto.
The Questbook brand identity was crafted with the hero’s journey at its core. With builders as our heroes, and the transition from web2 → web3 as our journey, Questbook serves as the guide. It helps builders realise and act on their magic, guiding their curiosity and ability as they enter and navigate through this special world of web3. Questbook helps builders shape this world of impossible possibilities. The art direction and visual style juxtaposed medieval, old-worldly imagery with futuristic, bold colours and contemporary typography.
The Questbook symbol strives to become a symbol for builders, outside of the company alone. A mark to represent the builder movement and sub-culture.
Over and above this, the Questbook brand process and toolkit are available in open-source for designers and builders around the world to get involved, learn, share and contribute. You can read more about the brand process here.
A huge shoutout to the Questbook founders — Madhavan, Abhilash, Harsha and Subhash for being wonderful collaborators, trusting me with the Questbook brand and together, making a mark.
