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Immunefi is the undisputed leader in crypto security and a champion for the best whitehats in the world. Immunefi has run one of the first, and fore sure best, bug bounty programs in crypto but the future awaits for no one. It was time for start fresh with a new brand fit for a new agentic future.
We led a branding exploratory effort to reimagine Immunefi's brand from a human based present to a human led and ai powered cyber future. We developed a great project with an insanely talented designers and friends from Colombia, NY, Canada, Italy, and the UK that was as elite as Immunefi's whitehat roster.
Daniel Robert Prieto
We run a deep branding discovery and exploration effort led by Dani and run by Fabrizio and Dan. We created a brave and unique new brand that could respond to the present while allowing the future of crypto security.
This walkthrough only skims over weeks of exploration, craft, and discussion but it gives a great overview of the conceptual and aesthetic journey we traveled.
The winning brand route was a better fit for Immunefi's AI future but the second route was also great and had a vibe worth a tattoo. Dan's wordmark was so powerful, it could not be contained in the drawer of discarded brand routes. Legend wordmark over an unmistakeable electric purple.
Once we had built a unique brand world for Immunefi as security corporation, we helped Immunefi extend their brand for IMU, their crypto coin offering.
We wanted to build it as an extension of Immeunfi's brand world but also as an expansion of their soul into the future. We wanted to imagine how the world would look if Immunefi were to win the crypto security war and the future became safe for all. The future we imagined was one hundred percent Immunefi but it looked different, the tech had become organic and the dreary black had morphed into hopeful white but the essence remained clearly there an it was epic as always.
We had branded for an AI based future but the present was still proudly run by human whitehats and not just any whitehats but the best in the world. We celebrated our elite whitehats with a program we called Immunefi All Stars, a program branded in the Immunefi brand world and an expressive language expanded into generative illustration.
We created a unique generative on-brand illustrative style that we used to create a character for each elite whitehat. We got to know each whitehat personally to build a memorable, personalised, and epic on-brand character they could boast about on social.
We learnt big lessons by pushing the limits of generative tools and building unique personalities for world-class security super stars. The biggest lesson we learnt was balancing subtle brand queues with memorable personalities in character generation at scale. With more than 30 characters, we had to creatively reach beyond the clichés of cyber vibes and to do it all on-brand.
We could not be more proud of Immunefi's wordmark but the brand had to be able to tell complex technical stories on the web and here we could not relay on a legend wordmark alone.
We developed a memorable, simple, and hardworking interactive language we used to articulate complex technical information for the smartest and most specialised web crypto and finance audiences.
We had developed a long term relationship and a close friendship with the team at Immunefi and this gave us the space to experiment and grow an amazing brand into new expressive forms. We allowed the brand and ourselves to have fun and it paid off.
Fun is the lesson we knew and that we definitely confirmed in this project. A brand (and a team) that has fun and loves their people (inside and outside) is a legend brand that works now and always.
