Transformative Rebrand for Mariblock

Mariblock is a blockchain and digital assets information company, providing in-depth analysis, research and insights into how the technology is driving economic advancement in Africa.

The project aims to create a professional yet friendly and approachable brand identity that reflects Mariblock’s vision of being the go-to source for crypto information and insights in Africa. Being a full time engagement, it was my role to ensure the visual system evolved while maintaining the visual language. I later went on to create assets like iconography, social media templates, email signature and newsletter templates, website templates for featured stories, landing pages, merch designs, across many other touchpoints.

While we were about to start the brand identity process, we discovered that the old brand name, Crypto Africa was limited to crypto assets only, which is just an aspect of what exists on the blockchain technology. I then spearheaded a brand naming workshop. After many deliberations, we opted for Mariblock because of its broader scope. We formed the word through the merging of "marigold flower" which symbolises "enlightenment" through the flower's transformative nature and creative energy and "block", which is a reference to "Blockchain".

I then proceeded to thoroughly study the details outlined in the brand strategy, ensuring a deep alignment with Mariblock's mission and vision. From there, I conducted research, gathered inspiration, and developed initial concepts through sketching. The execution process was meticulous, with designs undergoing several rounds of revisions to ensure they captured the brand's friendly yet professional essence. This approach resulted in a final identity that meets Mariblock’s expectations for clarity, excellence, and being that "linking sage" of blockchain from Africa to the rest of the world.

Due to the esoteric nature of the blockchain industry, a lot of efforts went into creating visuals that clearly communicate complex concepts.

All the designs I did at Mariblock were all learning moments for me. Thanks to Seun who always made sure I understood whatever I wanted to visualise. As I learnt a great deal during the process, it is gratifying to also see that I contributed to simplifying the complexities people encounter in anything relating to blockchain.