In partnering with Zypsy, the FORMLESS team set the challenge of bringing their unique offerings and vision to life. We were tasked with creating an identity that reflected the passion, power and purpose of their brand. Our role was to introduce FORMLESS to the world by telling their story of liberation and explaining how they give more power to creators.

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. A coherent story was developed and delivered that clearly communicates FORMLESS's products and function to their multiple audiences. Notions of liberty, community and fairness are threaded through FORMLESS's branding, evoking the company's spirit and purpose.

Working in close collaboration with the FORMLESS team, Zypsy crafted a brand strategy built around the insight that FORMLESS not only represents the future of the decentralized economy but also the future of the internet itself. FORMLESS is a glimpse of what the future internet could be – freer, fairer and more personal.

FORMLESS’s visual identity was inspired by the concept of light and the brand’s focus on helping creators to be their true selves, free from constraints.

For the design, the logo was adapted into 3D animation that recurs within the website and creates an impacting, visual through-line. Rendered in semi-translucent platinum, it presents the futuristic qualities of the brand, while reflecting the multidimensional nature of modern creators. Background animations were crafted to echo the notion of personal freedom and unconstrained creativity. Vapor-like colors change as the user interacts with them, crossing the light spectrum and appearing as an aurora of human potential.  

Running alongside the conceptual branded assets, the team included authentic, human imagery, as humans drive FORMLESS. Graphs, product shots and code snippets are interlaced through the site to simply and succinctly tell the story of how FORMLESS works and what it offers creators and organizations.

FORMLESS’s tone of voice is inspirational, uplifting and charged with possibilities. Messaging was crafted to communicate the immediate benefits of joining the community while also highlighting the ways FORMLESS enables the personal journeys of creators.

Through the website, we clearly convey to each of their audiences the ability to build connection, community, loyalty and distribution around their work.