AstroV Branding

Client: AstroV
Project: AstroV Branding
Scope of Work: Branding
Designer: @Huyvo
Creative Director: @Tungdinh

During Covid lockdown August 2021, AstroV team contacted us with a brief of branding for their new business which is related to NFT and blockchain industry.

AstroV Ventures is an organization who invests in potential gaming, NFT and DeFi projects. Beside financial investments, they are dedicated in helping blockchain projects to reach mass adoption by providing extensive resources and industry networks. As a Venture Capital Fund, AstroV is an investment firm that specialize in the cryptocurrency industry. Through financial investments, AstroV aims to encourage potential startup blockchain businesses growth. Within the near future, AstroV will stand as a angel investor establishing credibility with projects an acquiring recognition in the cryptocurrency space in Vietnam and Asia.

Via this branding project, since the founding team comprises seasone individuals of high-staked cryptocurrency investors with broad networks within the upper-class elites of the field, AstroV strives to elevate outstanding talents in Vietnam to the international levels, targeting mass adoption for remarkable projects and for Vietnam nation in the cryptocurrency world.

With that goal, AstroV team wanted us to design a brand that endorses futuristic characteristics by innovative ideas and inspiring business performance with 03 core values: Innovation, Creation and Sustainability.

Hence, we wondered what exactly “Innovation”, “Creation”, and “Sustainability” that AstroV team were talking about? As usual, we start with a Brand Profile document to clearly clarify the brief to define what were still unclear for both sides.

First document - Brand Profile, delivered to AstroV on 3rd August, 2021

After the first document released and we received the answers from AstroV, we knew better. Together with designer Huy Vo, we started to conduct some early explorations that may help us to illustrate what AstroV team imagine. From their core values, what were their traits (how they want their audience to perceive AstroV)? What should be guiding principles for their brand to operate in order to deliver exactly and consistently brand’s key message to their target audience? What is “Innovative”? What is “Futuristic”? What is “Supportive”?

Second document - Identity Exploration, delivered to AstroV on 4th August, 2021

Also together with the first document, AstroV required us to urgently suggest some color palettes for them to work with their website developers. Therefore, we had to break our process a bit by picking up some of color palettes based on what we understood from Brand Profile document.

Color Suggestion delivered to AstroV on 03rd August, 2021

Up next, since AstroV also had a sub-brand named The Astronaut Club, a community for them to connect, discuss and support their target audience, and AstroG, a sub-brand related to gaming market we also deploy early logo concept explorations based on what we had with Brand Profile.

The Astronaut Club - Logo Concept delivered to AstroV on the 06th August, 2021

AstroG - Logo Concept delivered to AstroV on the 06th August, 2021

After round 01, AstroV team wanted to adjust a bit on our directions in which they did not want be affected by anime and comic characteristics (we used images of Astro Boy and Iron Man to illustrate “Launchpad”, represented for “Supportive”).

AstroV Identity Exploration delivered to AstroV on 18th August, 2021

We also came with a new exploration on color palette to limit the options to just two. One is something inspired by colorful but dark cyberpunk. Another is just grey and its shaders.

AstroV Color Suggestion delivered to AstroV on 18th August, 2021

For AstroV logo, the team picked our direction 01 but it needed to be simpler and using thinner lines. Together, we could try to make it more modern and more feeling of technology. Especially, they quite liked to use a horizontal line to represent the “Launchpad” as AstroV is a place for start-up projects to grow.

AstroV Logo Concept delivered to AstroV on 20th August, 2021

For typeface, we had proposed Aeros and Roboto Mono to achieve the feeling of modern and technology. One is san-serif font and another is mono font. We also suggested Raleway, Noto Sans and Red Hat Display.

AstroV Typeface Suggestion delivered to AstroV on 20th August, 2021

To end this project after receiving final confirmations on logo, color and typeface, we started to create AstroV Brand Book including Brand Platform and Design Guidelines following our scope of work.

AstroV Brand Book delivered to AstroV on 01st September, 2021

According to our SOW, we did not need to create any applications for AstroV. However, recently, when we started to execute documentation for this project, we really wanted to see the AstroV logo in action. Hence, we created a very simple rotating logo in 3D environment to see how it gonna look like.