OneCoin

About This Project

OneCoin’s vision is to become the number one cryptocurrency in terms of global market capitalization, usability and number of users. The Global Findex shows 3/4th of the world’s poor do not have a bank account, not only because of poverty, but also due to costs, travel distance and paper work involved. In the short term OneCoin is creating a market with more than 1 million members issuing 2.1 billion OneCoins. OneCoin aim to provide quick, low-cost, borderless transactions and financial services to everyone. Wherever you are. Whoever you are.

Designing the brand identity for a new cryptocurrency

Strategic

OneCoin faced a broad set of competitors ranging from cryptocurrency, credit cards, online payment systems to money transfer systems. Only some are born digital and mobile. With the exception of Western Union, competitors’ brands are strongly focused on established markets. The most important element to the OneCoin brand is transparency, through which it aims to continue earning trust. Further, it is built around simplicity.

Our objective was to codify all brand elements in a tangible output – setting a strategic blueprint for future OneCoin development and a practical tool for everyday work. Starting with a brand value platform of Growth, Stability, Transparency, Fairness, Compliance, Sustainability further driving the organisation to a brand essence of “Unleashing your financial potential”.

Creative Solution

The most important aspect of the identity design for OneCoin was to overcome a serious problem with the prior identity, which focused on the Euro coin, and too many ungainly graphical elements. The wordmark device was refined from the out of touch Euro mark to a more uniform modern logotype.

In addition to the identity, the consultancy designed comprehensive graphics suite for the brand, including a visual tone of voice for photography, an advertising poster campaign and digital layout templates.

Project Summary

Brand Workshops

Brand Strategy

Positioning

Brand Identity

Visual Tone of Voice

Corporate Communications Suite

Brand Guidelines

Website Development

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