A case study in Ecosystem Brand Design

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Upright & Celo Camp

In early 2020, a company called Upright, who amplifies developer relations through virtual events, began building out Celo Camp — a virtual accelerator to build on the Celo Platform. In collaboration, Upright and cLabs naturally desired to create a visual branded relationship to Celo and its values. Upright started by going through the Celo BrandKit for inspiration. There they accessed Celo assets and education on how the Celo logo is properly applied. As early contributors to the ecosystem, Upright drafted their first attempt at their logo and invited cLabs to collaborate on what co-branding could look like.

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First iteration of Celo Camp logo designs

The cLabs project team and I responded to them with a few conceptual suggestions and a reminder to explore our Brand fonts, Jost and Garamond. …


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Celo Coins

The Celo Coin Series

“The What of the Celo Coin (Part 3 of 3)” is the third of three blog posts that unpacks “The Why”, “The How”, and “The What” of the Celo Coin, a brand asset used generously across celo.org.

This article articulates what the Celo Coin represents, the different kinds of coins as characters, and their respective motives, personalities, and behaviors.

Here are definitions that may help you digest this series:

Celo — The open platform making financial tools accessible to anyone with a mobile phone

C Labs — The founding team building Celo

Thank you for your curiosity in Celo Design and for reading along. …


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The Celo Coin Series

“The How of the Celo Coin (Part 2 of 3)” is the second of three blog posts that unpacks “The Why”, “The How”, and “The What” of the Celo Coin, a brand asset used generously across celo.org. (s/o Simon Sinek, How great leaders inspire action)

This article is centered around redesigning celo.org and covers:

  1. Celo Visual Storytelling, how celo.org illustration style shifted from depictive to abstract.
  2. Celo Coin’s Origin and Evolution, how coins were featured as spot illustrations then repositioned as lead graphics.
  3. “The Appproachable” and “The Academic” Applied, how C Labs brand personalities are represented on celo.org.
  4. Before and After, shows the previous and current version of celo.org’s homepage. …

About

Taylor Lahey

Visual Artist, Designer at Celo

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