Turning Unicoin into a major crypto brand.

Background and Context

In an industry crowded with volatile and non-asset-backed options, Unicoin emerged as a visionary project under the auspices of Unicorn Hunters and a stable investment backed by tangible assets designed to democratize access to wealth through cryptocurrency investment.

The brand started with a clear goal and belief that every person in the world should have access to investment opportunities and knowledge to make wise investment decisions, something that the current financial system and a lot of crypto brands with questionable confidence still do not provide for everyone.

For several years, Unicoin’s focus was on developing a safe, attractive, disruptive business model with the best partners and investors to achieve challenging goals. Their competitive advantage was based on having a portfolio of tangible supporting assets that guarantees much lower volatility, giving visibility to the founders to generate trust (an exclusive practice not replicated by competitors), massive exposure worldwide through the Unicorn Hunters show, a solid brand, and an innovative triple impact model.

When Unicoin was initially introduced in February 2022, we realized that to achieve a new level of recognition, enhance the concept, and establish connections with potential investors and partners, we needed to reinforce and develop the initial version of the brand.

Brief and Objective

The rebranding aimed to align Unicoin’s identity with its vision of stability, reliability, and growth potential and make it a respected, understandable, and powerful brand. FutureBrand was asked to evolve the visual identity into a new one that not only could stand out in a saturated market, but also establish itself as a leading, trustworthy crypto brand capable of attracting crypto-enthusiasts and traditional and institutional investors by presenting it as a credible and safe option.

Strategy

The rebranding was launched at the end of September 2023 with a strategy founded on three main pillars: brand modernization, differentiation in the cryptocurrency market, and building a strong image that celebrates the key attributes of a cryptocurrency that is revolutionizing investment and democratizing access to wealth. Additionally, the strategy focused on fostering trust among traditional and institutional investors by highlighting and enhancing its association with the Unicorn Hunters show.

Design Process

The original logo debuted on Unicorn Hunters, featuring a complex symbol: a unicorn constructed from multiple triangular parts, paired with a simple typographic brandmark.

The challenge was to preserve elements of this identity while enhancing the symbol’s recognizability, simplicity, and relatability, and crafting an engaging narrative around it. We chose to dramatically transform the unicorn while largely maintaining the brandmark, incorporating subtle enhancements to the typography to enhance its uniqueness. The work focused on the isotype and the 3D coin.

We designed each element of the brand identity with a clear purpose:

The Unicorn: The profile of a unicorn formed by seven pieces, like a tangram, reflects the idea that success is not a solo effort but a complex puzzle that requires collaboration and investment from many people. This unicorn directly connects with “Unicorn Hunters,” the reality show that democratizes access to wealth by supporting entrepreneurs and allowing people to invest in companies with the potential to become “unicorns” with a market value of one billion dollars or more.

Heptagon: The heptagon surrounding the unicorn is not just a geometric shape; it’s a symbol of trust. Each of its seven sides represents a solid foundation that our users can rely on.

The coin: We also redesigned the brand’s coin choosing gold as a main part of its identity. This deliberate decision aimed to capture the essence of this precious metal, considered one of the most valuable and enduring on the planet, by standing out its distinctive features and providing an interesting contrast between light and shadow. In this way, Unicoin not only presents itself as a secure investment but also embodies excellence and innovation in the world of cryptocurrencies. Each side of our coin represents the promise of a bright and accessible future for all. If every cryptocurrency in the market is represented as a traditional circular coin, ours should be the one to challenge and disrupt these conventional norms.

Results

Unicoin has achieved significant milestones since the rebranding was launched:

– Increased brand awareness and growing interest around Unicoin, mirrored in social media conversations that rose from 1600 during September 2023 to 2700 last March.

– The market sentiment score, which ranges from -1 (very negative) to 1 (very positive), has shown a steady improvement and almost doubled from 0.45 last September to 0.85 in March, indicating growing confidence in Unicoin. This positive result might add a premium to the Unicoin expected value which usually ranges from 15 to 20%.

– Improved investor confidence represented in a broadened investor base, with the number of institutional investors moving from 12 in August 2023 to 40 in March 2024.

– Unicoin’s participation in the Paris Blockchain Week is a clear expression of its corporate commitment to security and transparency as proof of its brand promise.