Overview

The token economy allowed anyone to tokenise and invest in almost anything, but mainstream audiences remained alienated by the complexity and jargon of the crypto world.

token.com’s mission was to go beyond ROI and make tokenisation accessible, human and meaningful. Their goal was to empower people to invest in what truly matters, with an experience that felt more like Tinder than a trading platform.

The Brief

We were asked to help token.com redefine what investing could look and feel like. The challenge was to move tokenisation out of the Web3 niche and into the mainstream by replacing fear and confusion with clarity and optimism. The brand needed to build trust while showing that investing could be personal, purposeful and fun.

We identified two major misconceptions to overcome: that tokenisation was complicated and that it was only about making money. Our task was to shift perception, positioning token.com as a gateway to values-led investing in projects people genuinely care about, from community initiatives to environmental causes.

The Outcome

We developed a brand and product experience built on a simple, powerful idea: Invest With Intent. This line reframed tokenisation as an act of conscious participation rather than speculation, helping people see investing as a way to shape the future they believe in.

Visually, we stripped away the cold, data-heavy aesthetics of crypto and replaced them with warmth, humanity and approachability. Drawing inspiration from the optimism of the 1960s space race, we created a design world that felt both familiar and forward-looking. A sci-fi inspired wordmark sat alongside a friendly brand character, Ken (meaning knowledge and understanding), who guided users through a rich illustrated universe by Bertrand Aznar.

Finally, we partnered with ON to bring this philosophy into product design, building an app and web experience that prioritised ease, education and empowerment. The result was a brand and platform that turned a once-intimidating technology into something genuinely accessible and exciting.