DeFi Alliance connects founders to the largest traditional trading firms through their Accelerator program. During this program, founders learn how to grow their startups. Here are some words describing the brand: bleeding-edge, high-risk, decentralized, community, enthusiastic.

A brand identity created by Embacy is focused on the Accelerator. It’s a 4-week accelerator program that helps DeFi startups source liquidity and support from a broad industry network.

Why is DeFi Alliance named so? “DeFi” is an abbreviation for Decentralized Finance, a system by which financial products become available on a public decentralized blockchain network. And the word “alliance” is used as a reference to geek culture, e.g., Star Trek, and Star Wars.

The idea behind the identity is based on the concept of colonizing a new planet with different startups to prepare it for other people. Embacy called this idea Terraforming, i.e., DeFi Alliance brings together founders, legal experts and everyone from DeFi to colonize the new DeFi planet with different products.

According to this concept, DeFi Alliance is represented as a glasshouse station, inside which founders grow their startups with other founders and learn from experts. Once the startup has grown enough, it is moved to a larger glasshouse station sponsored by an investor.

Copywriting logically continues the main idea of Terraforming. This is revealed through analogies: a startup is a plant, the DeFi world is a new planet, founders, experts from the crypto world, and DFA are shown as people, aliens, robots, etc.

For this project, Embacy extensively used illustration. The style is based on depicting people and anthropomorphic creatures, all of whom represent a community. The main features of the style are the realistic proportions of characters, the realistic scale of the environment and characters, lighting (highlights, shadows), and a combination of flat and three-dimensional elements.