Coining a Crypto Leader: Huobi's journey to a fresh consumer brand

SECTOR

Crypto, Fintech

Services

Branding

SEGMENT

B2C

Market

Hong Kong, China

Project Summary

Step into the world of CoinHub, the new brand from Huobi Global! Our task? Craft a visual identity that's more than just good looks – it's about trust and robustness. Marrying modern design elements with a standout color palette, we created a new brand aimed at international markets, which embodies Huobi's commitment to providing top-notch digital asset services to users worldwide.

Highlights

Huobi users can trade more than 400 cryptocurrencies.
Tens of millions of users spread across over 100+ countries.
One of the largest cryptocurrency exchanges worldwide based on trading volume.
Offices in Hong Kong, Singapore, South Korea, and Japan.

Objectives

Crafting CoinHub: a new international crypto brand

Craft a visually appealing brand identity for CoinHub.
Establish CoinHub as an extension of Huobi Global's trusted services to enable it to expand internationally.
Transform the perception of Huobi from just a platform to a consumer-friendly brand.
Blend modern design elements with a unique color palette for the brand image.

Approach

Our client, Huobi, is far more than just another name in the game. They're a global powerhouse in the digital asset trading arena, delivering unrivalled trading and asset management services to millions of dedicated users across the globe. As a leading figure in the world of cryptocurrency, Huobi has a reputation to uphold and a mission to deliver innovative solutions in an ever-evolving landscape.

Enter our objective: the creation of CoinHub. to assist Huobi in their mission to expand its audience internationally to cater to new and seasoned crypto traders alike through a fresh, consumer-oriented brand. The goal was to establish CoinHub as a reliable single source of tokens and trading information, to allow users to navigate and seize opportunities within the crypto space with ease and confidence.

Work

With a clear mission, our creative journey began. It all started with sketching a plethora of ideas, sowing the seeds for what would eventually become a brand that stands tall among giants.

Our journey started with sketched ideas, fostering three unique directions, all of which explored various color palettes and design elements. Modernity met trust as we imbued each logo design with an aesthetic that mirrors the dynamic crypto landscape.

Before we dive deeper into the meaning behind these logos and the reasoning behind color palettes, it is very important to look at them as a first-time user - without any context. Which logo caught your eye first?

Let’s explore all 3 directions in greater detail...

We explored three distinct directions, each offering a unique perspective on what CoinHub could be. Our exploration journey wasn't confined to just designs, it also ventured into the realm of colors, ensuring the palette we chose would evoke the right emotions and associations.

Direction 1

We then placed these potential symbols on to mock-up websites and business cards, comparing them against the logos of their competitors.

Direction 2

Placing these potential symbols on to mock-up websites and business cards meant we could compare them against the logos of their competitors.

Coinhub branding direction 2 business card

Direction 3

Again, we placed these potential symbols on to mock-up websites and business cards, comparing them against the logos of their competitors.

Coinhub branding direction 3 letter envelope

Taking modernity as our guiding principle, we aimed to blend trust and appeal, creating logo designs that not only encapsulated the spirit of the dynamic crypto landscape but also instilled trust amongst users.

However, the real litmus test was seeing how these logos would fare in real-world scenarios. Hence, we took our draft logos and placed them on to mock-up websites and business cards, juxtaposing them against the logos of competitors to ensure that CoinHub's identity would not just blend in, but stand out.