Brand Identity for an early stage crowdfunding start-up that uses blockchain technology to promote trust and cooperation between backers and creators.
During the brand strategy session with the founder it was decided that the visual should revolve around the idea of pledging as it fully represents the essence of the service, which is support, trust and dedication.
The challenge was, how do we communicate an abstract idea such as "pledging". After some research I realized that a "pledge ribbon" is frequently used to symbolize support in a cause, basically it is "two sides" that create an intersection of unity, trust and dedication. And that's what you see in the letter "P" bellow.