Vertical: From niche crypto art to a credible cultural platform

BRAND STRATEGY | VISUAL IDENTIY | NAMING

Vertical came to us as Vertical Crypto Art, a name and identity that suggested a niche, “hacker” aesthetic that alienated much of the broader art world. The founders wanted to evolve beyond the crypto art scene and establish Vertical as a wider platform for arts, culture, and creative communities.

We worked with the team to define their core values and ambitions through a series of brand strategy workshops. From there, we created a clear brand strategy and a refreshed identity system that reflected their vision while remaining practical and easy to execute.

The idea

The goal was to signal a more polished, credible image that could appeal to the broader cultural landscape without losing its connection to innovation. We also clarified the brand architecture, helping to organise its key initiatives such as Vertical Residency, an art residency platform, and Proof of People, an event celebrating art, music, and community.

Bringing it to life

We developed a flexible and modular visual identity that feels clean, confident, and adaptable. The logo was designed to sit vertically within layouts, reinforcing the name while becoming a core structural element of the design system.

This modular approach brought clarity and consistency across all brand expressions — from social media to event materials — giving Vertical a recognisable and professional presence that could grow with the brand’s ambitions.

Executions

This modular approach brought clarity and consistency across all brand expressions, from social media to event materials, giving Vertical a recognisable and professional presence that could grow with the brand’s ambitions.

Agency: Nonoia Studio
Client: Vertical
Creative Direction: Camille Yin & Fabio Catapano

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