Martin Ehrlich
Founder, Design Director, Creative Director
In their own words
The first impression had to feel like banking, and the reason to believe comes from the technology behind it.
We wanted the wordmark itself to express that, light moving through the letters themselves, then breaking through them almost like a prism.
Constraints usually help more than they restrict; they remove arbitrary decisions.
This might be an unpopular opinion, but I don’t think creating brand guidelines for AI is that different from guidelines for humans.
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.
Articles & interviews5
- Azra Hirji archives food, migration and memory at the family table
Prague-based Ashfall created Raycash's consumer-banking identity after the self-custodial stablecoin product spun out of cryptographic security company Zama. The system uses a tilting card shape, warm yellow and soft green palette, Displaay typefaces and a strict 4×4 grid to make technically complex financial infrastructure feel approachable. It was designed app-first and includes detailed guidance for Raycash's team to generate consistent AI imagery.
- Ashfall Shapes Shelby’s Identity Around a Dynamic Hexagon
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 balanced institutional authority with futurism for Tekuma