Client

Scope

Original branding, creative direction, corporate identity, mobile UX, prototyping and design system for AAX (Atom Asset Exchange), a multi-platform cryptocurrency and digital asset exchange platform powered by London Stock Exchange Group technology.

Due to the logotype's nature, the design process featured a one-of-a-kind "weight test system" (shown below) especially created for the project, where core team members were encouraged to press the spacebar a few times to pick the weight they felt more appropriate and balanced.

The raw data would then be processed to reveal the average most voted weight based on multiple picks by multiple decision makers. The results did not dictate the final design. Instead, it was used as a valuable research tool to help guide the final decisions.