The Redbelly Network was developed by the University of Sydney and CSIRO to be the fastest blockchain in the world that also offers the accountability and security to make it usable for real-world transactions.
Currently the digital economy and the real economy has been unsuccessful in integration. Uniquely suited to both real world and digital assets in a regulated market, Redbelly is the bridge between today’s regulated economy and tomorrow’s web3 economy. They approached us in regard to the brand and website, with a brief to promote Redbelly’s vision whilst keeping the information clear and concise for future investors.
Redbelly is dedicated to removing the technical barriers that for years have undermined mainstream blockchain. They are cutting edge, yet simplicity is what drives their innovation.
We took inspiration from Redbelly’s tagline: make economic relations fair, efficient and useful for everyone together with their three conceptual pillars from their original brand: networking | connection | democritise economy and technology to create a visual identity that embodied their brand attributes.
After researching the industry and Redbelly’s competitors, we opted for a minimalist visual style identity that prioritised concise and clear messaging.
For the logo and general visual identity, the choice of colours and typography in a variety of formats were designed with curved angles and adjustments in linear spacing to make a simple structure functional for today's applications, and made more memorable with the addition of the word "Red" highlighted in vibrant red.
The system typeface respected the same principles. Redbelly had provided valuable content so it was imperative the services on offer were presented to reach their target audience: investors.
The website design was kept minimalistic and not overrun with multiple pages. Rather, we introduced parallax scrolling that contained information in a clean and succinct manner.
We saw an opportunity to animate the technology in action together with other website components to further demonstrate Redbelly’s technology and create a more engaging experience. Lottie was chosen as the final platform for development as it gave us complete behaviour control across the web, both on desktop and mobile.
Throughout the stages of the design process - from the development of the brief, the target audience, the purpose and context of visual communication, development of concepts and applying a range of design elements and principles, the final result was a fully coordinated campaign shaped by considerations of aesthetics and functionality, as well as social, cultural, environmental and economic factors.