Founder · Design Director · Creative Director
The hexagon kept the structural side of the idea while the circle brought in something softer and more fluid.
The motion is quite deliberate. Things happen in sequence. One thing moves, then the next.
We didn’t want Shelby to look like a generic enterprise infrastructure company, but we also didn’t want to fall back on the usual Web3 signals of black backgrounds, neon accents and sci-fi cliché.
It changed the brief from making assets to designing a language.
We arrived at something that feels futuristic and elegant, alive and restrained.
The tension between the two typefaces was clear from the very beginning.
The complexity of the grid is a clear representation of urban and city plans and their modularity.
They’ve built serious technology and they’re working with enterprise clients, but the brand still leaned on the visual language of early Web3.
We kept the fundamental form and focused on craft. The idea stays the same, but everything becomes more deliberate.
Dark backgrounds, neon accents, heavy contrast, often cyan or electric purple... it’s become a niche uniform and a bit of a cliché.
Ashfall Studio developed a dynamic brand identity for Shelby, a decentralized hot storage protocol, centered on a hexagonal mark that evolves in motion. The system integrates geometry, motion, and typography to convey precision and energy, using duotone color palettes and GT Planar and ABC Repro Mono typefaces. The project includes extensive brand and motion guidelines, enabling consistent yet flexible applications across digital and campaign contexts.
Ashfall developed a new brand identity for Tekuma, an MIT spin-out urban innovation practice, balancing institutional authority with futuristic design. The system uses a restrained black-and-white palette, a vivid gradient accent, and a 3D form symbolizing Tekuma’s dual focus on credibility and forward-thinking urban design. Typography, motion, and grid systems reinforce the brand’s architectural precision and humanistic approach.
Ashfall Studio rebranded blockchain company Aptos to move beyond stereotypical crypto aesthetics, creating a warm, human-centered identity that retains the brand’s recognizable wave symbol. The project refined typography, color, and motion systems within a modular framework, launched at the Aptos Experience in New York. Collaborating with Motto and Evil Martians, Ashfall delivered a scalable, flexible brand ecosystem that balances technical precision with human warmth.
Ashfall Studio developed a conceptual and scalable brand identity for AI-driven consulting platform FifthRow. The design centers on a 5x5 grid inspired by a historic AI moment, with generative patterns and a responsive system that reflects the company’s technological ethos. The identity uses Matter and Aeonik Fono typefaces, a minimalist color palette, and custom procedural tools to create dynamic visuals.