Working in close collaboration with WE3, I worked on the brand identity and identity system for ReFi.
For the identity, we used a soft and inviting orb (now known as the ReFi Orb) to symbolise the spiritual mélange of diversity, regeneration and optimism in the ReFi space. Diversity of ideas, regeneration through the notion of creating more than we consume — maximising impact, while minimising risk, and optimism of people and their perspectives on how new types of human organisations can redesign money to address the most pressing challenges of our time.
Inspired by behaviours in nature, the ReFi Orb seamlessly shapeshifts, creating organic forms that define the different properties in our ecosystem — ReFi DAO, ReFi Podcast and ReFi Spring Events, for starters.
Since its launch, the reception has been thrilling! The ReFi Orb instantly became a mark for the movement, with activists and members in the space adopting it as their avatars, creating memes and making it their own.