Stacks Co.
Web3 brand identity design for a crypto ecosystem
A visual identity for Stacks Co within the Bitcoin ecosystem
Stacks Co is part of Stacks, a Bitcoin Layer 2 network. Both belong to the Hiro ecosystem, a developer tools company building infrastructure for Bitcoin.
Stacks provides tools for engineers to build smart contracts, decentralised applications, and digital assets on top of Bitcoin. The Stacks Co identity needed to work within this ecosystem while giving its communication a more distinctive visual language.
Build on the existing identity instead of starting over
We treated the project as an evolution of the existing Stacks visual system.
The logo stayed intact while the elements around it were redesigned. Patterns became more dynamic, typography was adjusted for clearer use, and the illustration and icon styles were reworked for a more expressive Web3 identity.
We then documented the system in brand guidelines covering typography, colour, patterns, illustrations, and iconography. The team could use the same visual rules across its marketing materials without rebuilding the identity for every new application.
Keep the Stacks logo. Change surroundings.
We explored several directions for the Stacks Co logotype, including ideas inspired by Asian nature and tree symbolism. They connected with the ideas of asset growth and a growing ecosystem.
In the end, the original Stacks logo did the job better. Keeping it preserved recognition across the ecosystem and gave us a clear anchor for the rest of the identity.
Give the visual system more rhythm
The old pattern language limited how much variation the brand could carry across different materials. We redesigned it around more movement and combinations.
The new patterns add rhythm without turning every application into a different visual style. They give the team more ways to build compositions while keeping the brand recognisable.
Make typography part of the identity
Typography does more than organise information. For Stacks Co, it became the main tool for shaping the brand's character.
We refined the font choices and usage rules to create clearer hierarchy and more consistent communication across formats. The result gives the identity a stronger typographic voice without adding unnecessary visual elements.
Let illustration show the brand’s Web3 spirit
Web3 products often rely on interfaces, abstract shapes, and technical diagrams to explain themselves. We took a different route with the illustration style.
The new illustrations added movement and personality while staying connected to the product’s tech nature. They give Stacks Co another visual language for marketing communication.
Put every visual decision in one guideline
The brand guidelines bring the updated identity together into a practical reference for the team.
We brought the decisions together in comprehensive brand guidelines covering typography, colour, patterns, illustrations, and iconography. The guide gives the Stacks Co team clear rules for creating and scaling sales & marketing assets across digital channels.
Build an icon language that belongs to the same system
We reworked the icons to match the new patterns, typography, and illustrations. That consistency matters when a brand uses graphics across many touchpoints. Each element can stand on its own, but the visual logic stays recognisable when they appear together.
A refreshed brand system for Stacks Co
Stacks Co now has an updated identity and a clear set of guidelines for its external marketing communication.
We kept the original Stacks logo to build recognition across the wider HIRO ecosystem, then rebuilt the supporting visual system around it — from patterns and typography to illustrations and icons.
The new system gives Stacks Co a more expressive Web3 presence and a practical framework for creating consistent communication across digital channels.
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