In less than a decade new technology has upended the finance world. There’s been a seismic shift in the ways we invest and conduct business. Ondo is riding this transformative wave. (‘Ondo’ means ‘wave’ in Esperanto.) They’re bridging the worlds of TradFi and DeFi by bringing real world assets onchain—a process called tokenization. Ushering in a new era of financial inclusivity. Forging a more open economy. 

This notion of openness played a central role in creating Ondo’s new visual identity. We infused it everywhere possible. From type to motion graphics to layout. 

At the center of the system is Ondo Sans, a custom display typeface we created for the brand. Based on the Gelix family, each glyph within this font was crafted to have open apertures. 

We reinforced the openness theme by applying simple animation techniques like progression, compression and expansion, apertures, and unmasking to graphic elements throughout the system. 

We also incorporated photography with an emphasis on open cityscapes and developed iconography in a simple line drawing style that leans on  transparency.

The entire system was unveiled in a redesigned brand website, a large-scale, targeted OOH campaign, and at the Ondo Summit, a day of product launches, key announcements, and roundtables with the biggest names in finance.