Aum GoldWhat we did:
01 · The Brief
AUM approached us to develop a complete brand identity for a gold-backed crypto exchange.
The objective was to create a brand that redefines trust and value in the digital asset space—combining the enduring strength of gold with the innovation of blockchain. The identity needed to feel modern and forward-thinking, while maintaining the credibility expected from a value-backed asset.
The challenge was to create a brand that bridges these worlds seamlessly—grounded in trust, yet driven by innovation. We developed a visual identity that balances refinement with modernity, using structured typography, a distinctive logo system, and a flexible visual language.
02 · Logo
Reimagines the form of gold into a sleek, modern mark. Its refined gold gradients convey elegance, trust, and lasting value, bridging tradition with the forward-thinking nature of crypto. Built on a precise rectangular grid, the design ensures balanced spacing, clarity, and consistency. This structured approach reinforces AUM’s identity as stable, sophisticated, and innovation-driven across all applications.
03 · Pattern
The pattern is formed by repeating the AUM icon, creating a dynamic and cohesive structure. Its geometric design ensures balance and flexibility, making it suitable for various applications such as backgrounds and packaging, while reinforcing the brand’s identity.
04 · Key Visuals
05 · Motion & Animation
Movement with purpose and personality.
The dynamic transitions symbolise AUM’s balance between tradition (gold’senduring value) and innovation (modern cryptocurrency).
06 · Results
The final identity positions AUM as a modern and trustworthy gold-backed crypto brand, balancing the stability of traditional finance with the innovation of blockchain technology.
By creating a cohesive visual system across all touchpoints, the brand establishes a strong and recognizable presence that feels both premium and forward-thinking. The flexible identity allows AUM to scale consistently across digital platforms, marketing materials, and future product expansions.
07 · The People
Project Team
USA × Thailand · 2 people
Marek Michalski
Meg Chanta
08 · Contact
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