Avant Garde Finance
Rebrand Proposal
A creative direction proposal reimagining the identity of a decentralized finance brand through the visual principles of gravity, motion, and precision.
Creative Direction
Graphic Design
Brand Identity
Motion Design
Gen AI
Context
The DeFi Gravity proposal reimagines Avant Garde Finance as a forward-thinking brand where design, innovation, and trust coexist. Rooted in the duality of structure and fluidity, the direction introduces a complete visual identity — from logo and typography to motion and AI-generated imagery. The aim was to build a financial brand that feels progressive, elegant, and emotionally intelligent — not cold or corporate.
Challenge
Avant Garde Finance needed a distinctive identity to reflect its place within the fast-evolving world of decentralized finance. The challenge was to translate complex innovation into a refined and emotionally resonant visual language — one that could convey both structure and movement without losing credibility.
Solution
I developed a creative direction titled DeFi Gravity, built around attraction, precision, and flow. The new visual system combined geometry, light, and motion to express control and innovation with restraint. AI-generated imagery extended the brand’s depth, blending technology with human tactility.
Logo Redesign
Interlocking arrows form the letters A and G — a symbol of direction, precision, and balance within the DeFi Gravity system.
The Arrow System
Arrows act as visual gravity — guiding composition and symbolizing flow, precision, and connection.
Typography
Neue Haas Grotesk 45 Light was chosen for its clarity, precision, and neutrality — a timeless base that reflects Avant Garde Finance’s structured and analytical nature.
Color System
A gradient of electric blue and cyan contrasts with black and white balancing energy and control.
AI Shoot
AI-generated imagery explores material tension — motion blur and focused detail expressing the duality of technology and humanity.
Result
DeFi Gravity reimagined Avant Garde Finance as a modern, emotionally intelligent brand uniting structure, innovation, and elegance. It showcased how digital finance could express progress not through complexity, but through clarity and design coherence.
Like what you saw? Let's work together.
I help brands create, modernize and clarify their visual language — from new or refreshed guidelines to motion systems that move with intent.
