What does the future of digital look like?

It’s not all moody black backgrounds and gradients.

We were approached by Metaphor to re-imagine the future of web 3.0.
Based out in Miami, Metaphor is recently funded and looking to reinvent the concept of a network. They do so by making it crazy easy to discover, join and participate in a DAO.

Metaphor wants to let the rest of the world know that Web 3 is ready for them, and it’s not such a scary place. It’s new, it’s here and it’s led by you – the community.
Whilst familiarity with crypto is becoming mainstream, going beyond purchasing some cryptocurrency there is a sharp, scary and expensive learning curve to participate. So strategically, Metaphor was looking to present the value of DAO’s rather than presenting the underlying technology.

Our brief was to make sure it visually stood apart from anything in this space right now. Metaphor needed an identity that would lift them above the noise and amplify their ‘we’re here to help’ mission.

We started the project by building out a foundational brand strategy, to solidify who they were, what they do and why. After interviewing key stakeholders and synthesising this insight with our own research, ‘Embrace New’ became the red thread for our finalised brand architecture. Metaphor exists to empower people within web 3 communities, so we created a brand personality that encaptures the excitement and optimism of Web3 and DAOs.

Of where new transparency and collaboration might lead. Of what it means to own your data and to join with others in choosing how and on what you spend your time. To remove borders and to collaborate from anywhere in the world.