Kaia

Brand Evolution: Full Digital Rebranding + Design System Klaytn & Finschia

Year

2024

Design Team

Gianna Moreno
Lara Mokhzani
Basil Cha

Project Type

Branding

Role

UX/UI Designer

Overview

Developing a harmonised brand identity.

Kaia formed as the merger of two blockchain companies in need of a new identity that aimed to establish trust and credibility in the blockchain market. This is a full-scale rebranding project that included naming, logo design, color palette, and website design.

Problem

The main challenge of the project was to create a completely new brand identity that would represent merged entities stand out in the competitive blockchain space. We had to create a brand that balanced innovation with trustworthiness-two qualities specifically crucial in the world of finance and blockchain.

Solution
View Final Solution

The rebranding of Kaia posed a special challenge before our team: to merge two established entities, Klaytn and Finschia, into one and create a new unified identity in the process. We named it "Kaia," inspired by the Greek word "kai," which means "and." For this brand name, unity and continuity were the inspirations. This also underlined its role in connecting blockchain technology with real-world applications.

Our visual approach centered on a bold color palette, where the signature tone of the brand was to be green. We keep our main palette simple with our vibrant hero colour Neon Lime, Dark Green and Light Green accompanied by other tones that complement all our communication and products, internal and external pieces.

My Role/Responsibilities

UX research, UI design

Design Process

We initiated an in-depth phase of research and stakeholder interviews that could possibly help us understand both companies, Klaytn and Finschia, and their vision for the merger. Our journey of discovery led us to the main brand elements: a name, a logo, and an identity.

Based on the name, we devised an identity system that resonated well with the meaning of the name. The bright color palette used was green as a metaphor for growth and innovation. This was supplemented with other tones to give it a harmonious look and feel for the brand at every touchpoint.

We continously iterated the design through collaborative stakeholder sessions to ensure that the values and technical strengths of the brand were correctly projected. The integration of continuous feedback was duly achieved up to the final approved version.

Creating Kaia

Naming Kaia, we also tried to establish a meaningful connection between the legacy brands Klaytn and Finschia. Taking the letter "K" from Klaytn and "ia" from Finschia, we made a name that connects both companies in a graceful way. It is a combination representing shared values and expertise between the two companies, while in itself it has a new identity which aspires towards global growth.

The Greek word "kai," meaning "and," served as the foundation, embodying the connection and unity between Klaytn and Finschia. By stylizing "kai" into "Kaia," the name subtly carries elements from both legacy brands while presenting something new and globally adaptable.

Responsive design

One of the key aspects of this project was ensuring a responsive design that worked fluidly from mobile to web. By designing responsively in Figma, we were able to hand over designs to Webflow with minimal friction, allowing the development team to implement consistent and seamless experiences across all devices.

Project status

Project is live!

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