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Description
Stable | Innovative | Playful | Smart
Context
As the founding designer, I pioneered the development of all GFX Labs branding material including: logo, identity, website, and marketing content.
About
GFX Labs is a team compromised of extremely brilliant, forward thinking minds. As brilliant as they are, what I loved about them most, was their sense of humor, genuine love for what they do, and great ambition for creating the next generation of finance.
It was important for me to create a brand identity that reflected the qualities I witnessed personally. With full autonomy in direction, I knew I wanted to incorporate triangles for their representation of stability and power. Creating a stacked representation of an otherwise serious tone, allowed me to stay within that realm while also representing a playfulness unique to the company.
After a year with the original version colored in white, gray, and black - we switched to a version with clean lines and transparent center.
Company
Creating the GFX Labs website would need to incorporate all facets of the company. Not only does GFX have four core products but is also a top governance participant to 5 leading protocols including Maker DAO, Optimism, and Uniswap. In addition, GFX Labs dedicates a portion of it's time to research, development, and frontend work for various teams including Jump, Wormhold, and Trail of Bits.
With limited time to build the site, it was important I observed each component of the company in the simplest way possible. Rather than hiding information by page I created a component compromised of tabs outlining each dimension while still remaining minimalistic in nature.
