A Rebirth of Finance
Phoenix is bringing about a new era for finance on Web3. The first DeFi primitive from Ellipsis Labs, Phoenix is a fully on-chain limit order book exchange. On Solana, Phoenix offers users a secure and efficient experience that is non-custodial and crankless.
Brand Identity
UI Design
Rising Together
Considering Phoenix’s audience—those seeking security, clarity, and professionalism for on-chain exchanges—our strategy work positions the brand as combining the efficiency of a professional financial primitive with the openness of a decentralized protocol. Phoenix is optimistic about the future of DeFi, and their brand strategy emphasizes upsides for all and the act of rising together.
To rise together, inspired by the mythological phoenix rising from the ashes, acknowledges that with the emergence of Web3, finance is transforming, and at an individual level, users benefit when using a tool like Phoenix. It serves as a beacon for the next wave of long term financial tools, aiming to benefit all.
A New Optimism
Using our brand strategy work as a foundation, we created a visual system that feels optimistic, sleek, and direct. Inspired by the fiery rebirth of a phoenix, we created a warm, glowing palette that brings energy to custom 3D designs representative of an order book. Together these elements convey that Phoenix is creating something new - Solana’s first crankless limit order book DEX.
For Phoenix’s new logomark, we drew inspiration from the element of cooperation that exists in any two-sided market, using symmetry to acknowledge the mutually beneficial relationships that happen through their on-chain, decentralized exchange. Additionally, the primary shape within the mark is a subtle homage to a soaring phoenix.
Building Up & Out
We incorporated Phoenix’s new brand visuals into a robust UI component library, bringing together the feel of the external brand with that of the product visuals. Even here, our strategy work acted as a guide, leading to UI designs that feel direct, professional, and intellectually honest, while remaining in line with our larger brand system.
