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Shuttle
The Client
Shuttle is a dynamic Web3 community with a mission to onboard Nigerian youth and newcomers into the Web3 space. Through education, mentorship, and the provision of opportunities, Shuttle aims to help its audience grow and thrive in this emerging space.
Their slogan, "WAGMI" ("We Are All Going To Make It"), embodies their dedication to supporting users from the ground up.
Project Scope
Shuttle, originally known as Cryptoruppted, required a comprehensive rebranding to align its visual identity with its mission of creating an inclusive Web3 community.
The project involved developing a complete visual identity system, including: market research, brand strategy, logo redesign, brand guidelines, typograpy, brand patterns, photography styles, and brand designs.
Problem
Cryptoruppted didn't start as a Web3 community-inclusive brand.
This posed difficulties in transitioning, hence the need for a new brand identity system that will not only meet current needs but also serve as an umbrella for any future transitions without losing the brand's identity, voice, and audience.
Overcoming Challenges to Create a Bold, Future-Proof Brand
The new brand identity aimed to achieve:
- A friendly and welcoming tone for beginners in the Web3 space.
- A design that deviated from the traditional Web3 aesthetic to stand out, conveying simplicity and ease of adoption.
- Energy and fun in color choices and brand imagery to reflect the vibrant tone of voice Shuttle wanted to adopt.
Audience
The primary target audience for Shuttle includes young Nigerian youths, both graduates and undergraduates, as well as young couples interested in learning about Web3 and cryptocurrency.
Demography overview:
- Age: 17–35 years
- Interests: Web3, cryptocurrency, blockchain, and related technologies
Understanding the Brand's Growing Role
As Shuttle’s reputation grew across Uyo and beyond, it became clear that the brand was already carving out a niche for itself. Since the rebrand, Shuttle is quickly becoming one of the top Web3 communities in Nigeria.
Gaining traction and building a welcoming space where Web3 enthusiasts could learn and grow.
Building the Brand Strategy and Creative Brief
The strategic vision behind Shuttle’s new identity was rooted in the concept of making Web3 adoption easy and welcoming. We wanted to eliminate the intimidation often associated with blockchain and cryptocurrency and instead create a sense of belonging and community.
Key elements of the creative brief included:
- Approachability: Shuttle needed to appear as a friendly guide for beginners entering the Web3 world.
- Simplicity: The design had to communicate that Web3 adoption wasn’t complicated—it was something anyone could do with the right support.
- Energy and Fun: The brand should be vibrant and youthful, reflecting the dynamic nature of its audience and the excitement of being part of the Web3 space.
The Creative Design Process Behind Shuttle’s New Look
With the creative brief in hand, we began the design process by immersing ourselves in Shuttle’s mission and audience. Here’s how we brought the brand to life:
- Understanding the brief
- Extracting important keywords
- Word mapping
- Initial sketches
- Refinement, based on feedback
- Digital illustration/creation of the final concept
- Brand colors and typography
- Creating brand patterns
- Establishing a photography style
Touch Point Application: How Shuttle's Brand Identity Was Implemented
Once the new brand identity was finalized, we applied it consistently across all of Shuttle’s platforms, ensuring a seamless user experience.
Here's how we achieved this:
- Platform Representation: Shuttle’s logo and colors were applied to their WhatsApp and Discord channels, where they manage an active community. Sub-group logos allowed for easy navigation, reinforcing organization and effective community management.
- Marketing Campaigns: The new visual identity was integrated into all marketing campaigns, making Shuttle instantly recognizable on social media platforms like Twitter.
- Brand Merchandise: Shuttle’s logo and patterns were also used in branded merchandise for community events and meet-ups, extending the brand’s presence into real-world interactions.
Before and After: The Visual Transformation
The transformation of Shuttle’s brand identity from Cryptoruppted to its current form represents a significant shift in how the community communicates its mission.
The old logo lacked warmth, accessibility, and other elements critical for engaging Shuttle’s target audience.
The new Shuttle logo, on the other hand, is a clear reflection of the community’s fresh approach: playful, friendly, and energetic. It strikes the perfect balance between being professional and welcoming, using clean lines, vibrant colors, and a symbol that conveys movement and growth.
This new logo not only speaks to Shuttle's mission of helping people "make it" in Web3 but also stands out in a space dominated by cold, corporate designs.
The Result
- 268% increase in social media engagements within 60 days of launching the new brand identity due to consistent brand identity and targeted design campaigns.
- 223% increase in Discord community members within 90 days of new brand launch as a result of the approachable design and consistent messaging across all platforms.
- 108% growth in WhatsApp community within 90 days of new brand launch, driven by the new visual identity, which improved users' trust and engagement.
How We Helped Shuttle Grow and Stand Out
- Discovery and strategy
- Creative direction
- Consistent brand application
- Community-centered design
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"The brand identity design of Shuttle has changed the manner in which I engage with my communities. It is not only about aesthetics; it is the openness and warmth of the brand that has forged deeper connections and made our spaces more inviting to all.
This strengthens our connection and makes it more real by creating a sense of community which is powerful in itself."
Ubong Dominic
Team Lead and Co-Founder, Shuttle