Illuminating human purpose through technology
Client
FORMLESS
CAPABILITIES
Branding, Web
Partners
a16z crypto
Zypsy
Date
2023 - Ongoing
FORMLESS is a decentralized network and digital space that empowers individuals to connect, create, collaborate and share in a multiplayer digital economy.
Founding story
Founders Brandon Thorpe, Jason Martin, Bixia Mac and Justin Zubrick created FORMLESS with the belief that creativity and technology are one and the same. Free from the limitations and charges of traditional financial systems, FORMLESS was born to be a space that liberates creators from the rules that govern most forms of expression and distribution in the digital world.
The Challenge Our core challenge was building a brand around an entirely new concept. Breaking from the status quo of centralized ownership and distribution, FORMLESS represents the future of the creator economy. We were to present their vision for a fairer creator economy – wrapped up within an artist-centric brand.
Our role was to introduce FORMLESS to the world by telling their story of decentralized coordination, explaining how they give more power to creators.
The SOLUTION FORMLESS is driven by human purpose and creativity. In creating a brand platform, with the website being the foundation, Zypsy delivered visual and written branding that places creators front and center.
The design team at Zypsy drew from two sources of inspiration in creating FORMLESS's logo. Firstly the hexagon, the universal symbol of Web3 and decentralization. Secondly, light itself, as light is without form. The team distilled Newton's prism into a simple triangle to convey the concept of light.
The logo was adapted into 3D animation that recurs within the website and creates an impacting, visual through-line. Above the fold, vapor-like colors change as the user interacts with them, crossing the light spectrum.
Running alongside the conceptual branded assets, the team included authentic human imagery, as humans drive FORMLESS.
Running alongside the conceptual branded assets, the team included authentic human imagery, as humans drive FORMLESS.
Brand strategy Working in close collaboration with the FORMLESS team, Zypsy crafted a brand strategy around the insight that FORMLESS represents the future of the creator economy, a future that belongs to artists – not corporations.
Through website copy, we clearly convey to each audience the ability to build connection and distribution around their work.
Notions of liberty, community and fairness are threaded through FORMLESS's branding, evoking the company's spirit and purpose.
"Working with Zypsy has been a magical experience. I’m very passionate about our vision, and Zypsy exceeded even my own imagination for the evolution of our brand."
Brandon Thorpe
Co-FOUNDER / CEO
,
Formless
FORMLESS is a glimpse of what the future internet could be – freer, fairer and more personal.
