The Brief
Create a brand identity and strategy for a product that offers a democratised, accessible solution to one of the core problems of WEB 3.0 — fragmentation of tools. Many users have to jump from chain to chain to complete one transaction. PATH offered a one-widget solution to cross-chain transactions.
PATH must stand out against competition through unique visual identity and communication.
To stand out in the category, we proposed a deviation from the usual clean, polished and minimalist look and a concept that would take the audience to literally “touch grass”. A route inspired by the power of collective deviation from initial design — “desire paths”.
