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Ryder Visual Rebrand: Seeing Crypto With Fresh Eyes

Kiki Grammatopoulos's photo
By Kiki Grammatopoulos
8.4.22

What does "bringing crypto to every individual" look like? 

From the beginning, we knew that Ryder needed to be attractive in all aspects, not just to the dedicated crypto punk, but also to the first-time users. We had already made strides by coming up with an intuitive design for the device that could spark interest not just for those who are in the space, but even for those who might not be looking as well.

But we knew that this was not enough. Crypto platforms are notorious for being branded in a way that is inaccessible, using language that may seem unfamiliar to those who are new to crypto and NFTs. The visuals that come with it also do not help: the same dark and solid color palettes that dominate the branding of almost all projects seem alienating. This highlights the technical constraints prevalent in the crypto community.

This goes greatly against what we’re trying to do at Ryder. As we’re all about bringing Web3 to the physical world and to a broader audience, we knew that our brand ethos had to be reflected in every facet of what we come up with. We were keen on introducing a branding identity that spoke to everyone, something that anyone could easily understand and relate to.

This led us to collaborate with Generous Studios, a creative design firm in Amsterdam, Libson, and Austin that has created award-winning designs and motion development products for brands with the likes of Samsung and Unilever. They pointed out how taking brave steps in branding crypto makes it easier for more and more users to identify with the currency of their choice. By presenting it beyond its literal definition, cryptocurrency becomes more relatable to the community we're trying to build. 

Being the world’s first social wallet means pioneering new ideas, especially ones that challenge how crypto is supposed to be viewed and understood. Besides, these thoughts greatly resonate with our goal for a human-centric approach in Ryder. We want to nurture our audience through their every interaction with the brand, from the moment they land on our webpage to the moment they experience the app’s user interface. 

Working with and learning from Generous Studios gave colour to our branding in more ways than one. With their help, we thought of concepts that embodied the core of bringing a simple, secure, and social crypto experience.

We found a solution to these questions by creating an identity that goes beyond the frequent mistakes that existing companies in the crypto industry make. By finding a way to get crypto out of this ‘dark space’, we developed an identity that is focusing on showing the accessibility and human side behind their brand, with a great sense of social interaction between the people.”
-Generous Studio

By coming up with accessible, practical (and not to mention really cool) branding aesthetics, our visual identity and user experience have become more approachable. We are now more confident in engaging not only with a crypto-punk audience but also with the crypto-curious and beyond. Through this new look, we are excited in providing space for the community we have envisioned: a community of the next one million we’d like to bring crypto to.

We’re changing how the world views crypto. Would you like to be part of history as one of the first Ryder owners? Join our discord and contribute today.

Article written by Kiki Grammatopoulos, Product Lead

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