BTLABS Brand & Website Design

BTLABS provides the decentralized compute infrastructure that powers the Bittensor network. I was brought on to build a comprehensive brand identity and digital presence from the ground up—one that captures a specific "deep-tech" aesthetic. The goal was to speak the language of high-level engineering while maintaining the premium feel required for a market-leading infrastructure provider.

By merging raw technical power with a refined digital interface, I translated BTLABS’ mission into a cohesive brand experience. From the foundational visual system to a high-performance website, I led the creative direction to ensure that the brand resonates as the primary architectural partner for AI strategists and researchers.

As the Lead Graphic Designer and Creative Director, I led the development of BTLABS’ full brand and digital ecosystem. My responsibilities included:

Brand Identity Development: Creating a visual system rooted in infrastructure and decentralized compute.

UI/UX Design: Designing an intuitive, high-performance web experience in Figma.

Information Architecture: Mapping out complex data flows to ensure a seamless user journey.

Custom Iconography & Diagrams: Visualizing technical concepts like subnet validation and neural networks.

Technical Typography & Grid Systems: Establishing a rigid, engineering-first aesthetic across all touchpoints.

The primary challenge was balancing technical depth with visual clarity across every digital touchpoint. BTLABS operates at the core of a complex ecosystem, and the identity needed to appeal to two distinct worlds: the rigorous, data-driven world of researchers and the high-stakes, vision-oriented world of investors.

Visually, the identity had to bridge the gap between "complex utility" and "sophisticated authority." The design needed to feel like a high-performance tool—sharp, structured, and modern—without becoming inaccessible. The goal was to move away from generic "tech" tropes and build a brand that feels as robust and reliable as the infrastructure BTLABS provides.

The art direction was rooted in "Engineering-First Sophistication." We leaned into a high-contrast, dark-mode aesthetic that mirrors the environments where developers and strategists work. I prioritized technical typography and a strict grid system to evoke a sense of precision, stability, and order.

To help the audience navigate the complexity of the Bittensor network, I developed a custom visual language for technical concepts. By using clean, geometric iconography and structured diagrams, we turned abstract ideas into a rhythmic, intuitive web experience. Every choice—from the spacing to the accent colors—was made to ensure BTLABS' authority is felt through its digital precision.

Results & Impact

The final brand and website provide BTLABS with a scalable platform to communicate their vision with total confidence. With a visual system that balances refined elegance and technical edge, the brand now clearly stands apart as a leader in the decentralized AI space.

The digital presence has sharpened their positioning, allowing them to engage both technical and non-technical stakeholders effectively. As the Bittensor ecosystem grows, BTLABS now has a cohesive, high-performance identity that reinforces their role as a critical infrastructure partner for the future of AI.

Complexity is a Design Opportunity: In deep-tech, a clear visual system doesn't just look better; it functions as a bridge to understanding.

Grid-Driven Authority: Using rigid, mathematical layouts helps build trust with technical audiences who value precision.

Scalable Identity: A brand system for infrastructure must be as flexible and modular as the technology it represents.

Graphic Design: Martina Drebnica