We’re Coinbase. We’re the world’s most trusted way to join the crypto revolution, serving more than 89 million accounts in more than 100 countries. Our mission is to increase economic freedom around the world, and we couldn’t do this without hiring the best people. We’re a group of hard-working overachievers who are deeply focused on building the future of finance and Web 3.0 for our users across the globe, whether they’re trading, storing, staking or using crypto. Know those people who always lead the group project? That’s us. But Coinbase still needed to refresh some brand elements, especially create Illustration Design System.

Coinbase’s vision is to become a number one crypto platform choice among people. The underlying challenge was to create a brand ed illustrations that would both convey the emotional qualities of starting a new life chapter for its clients / investors, as well as to keep a professional look, appealing to the more formal, fintech oriented and easy understandable.

To communicate that this crypto platform is something unique and attractive, we looked at the new generation of investors engaging in it. More diverse and multi-dimensional, we drew inspiration and parallels from modern pop icons. Unlike legends of the old that felt godlike and often hard to relate to, this new generation are proud of their quirks, they’re relatable, and multifaceted.

Our crypto’s role became to unearth this new generation of icons which we unlocked with the brand mission of Future icons born in the creativity. This is how we created the new Illustration Design System.

We were looking for a way to translate the high-tech quality of Coinbase platform into their new illustration identity, building unwavering credibility in the eyes of the decision makers. The solution came to us by deep-diving into a world of crypto, NFT and investments. Our visual language is inspired by the format of the surrealistic geometrical shapes. The swipes and taps express the flair and style expression of each elements, helping depict a high pace crypto that has a wider, more diverse.

“It is “thank you” from both sides. The whole process was joyful, as well as what we all gained together on the way to the changes. It is high time we enjoyed the final result of the new illustrations look, which, in my opinion, is a real inspiration for discovering further possibilities.”

— Brandon M. / Head of Growth, Coinbase

We collaborated closely with the customer and their product design team on developing assets they will use on their app and platform. We introduced a illustrations system that could easily roll out across the world. A variable family that created global consistency but allowed tonal variations throughout regions and communications.