At the end of 2023, Circle’s Creative Lab in partnership with Brand New School developed a new visual brand system that showcased our financial technology in an ownable, simple, human, and easily comprehensible way. This was new territory for the company as we evolved the brand from a playful more nascent space into a slightly more articulate, mature expression.
Circle Credits
VP Creative | Cameron Ewing
Art Direction | Andy Hekimian, Kristine MacAulay
Brand Design | Ale Caire
Executive Producer | Kristin McCarron
Brand Strategy | Hannah Post
Brand New School Credits
Chief Creative Officer | Jonathan Notaro
Creative Directors | Chloë Greene, Jeff Welk
Lead 3D Designer | Jean-Michel Verbeeck
2D/3D Animation Supervisor | Pete Germano
Sr VFX/Post Producer | Valentina Cokonis
Homepage Redesign
Application of the 3D object system on the homepage — abstractly conveying financial concepts like security, freedom, growth, and accessibility.
3D Object Library
At the heart of the project is a uniquely abstract 3d illustration system. These key visuals became the cornerstone of the brand's visual communication.
Animation Stringout
A collection of several of our key animations that convey major brand concepts such as speed, frictionless, cross-border, money-movement, access, etc.
Out of Home
Example of the developer sub-brand with campaign tagline in an out-of-home execution.
Data Visualization
Data is a constant means of expression for the Circle brand, its products, and the competitive landscape. In partnership with BNS, we developed a language for communicating nuance data and information, represented by using consistent graphic shapes, color palettes, and typography.
Out of Home
Example of the developer sub-brand with campaign tagline in an out-of-home execution.
Materials Library
We curated extensive material and color palettes to convey brand values of stability, transparency, and freedom. Our social media toolkit combines elements in various ways, providing multiple layout options.
Iconic Animations
A selection of hero assets were meticulously animated by the good folks at Brand New School to convey various concepts that are core to Circle’s technologies, including the power of our stablecoin USDC, store-of-value, general money movement, and so on.
Materials Continued
We curated extensive material and color palettes to convey brand values of stability, transparency, and freedom. Our social media toolkit combines elements in various ways, providing multiple layout options.
Spot Illustrations
A natural extension of the illustration system was a subset of spot illustrations used to convey information and as way-finding across Circle’s products.