LAURA ÁNGEL
Jackal is a blockchain company that offers decentralized data storage, built on the idea that people should own and control their data instead of handing it to big cloud providers. I created the visual identity, giving a complex, technical protocol a brand that stands apart in a crowded digital space.
Goal
Jackal needed an identity that belonged in the blockchain space but looked nothing like the rest of it. The harder part was making a complex, abstract service feel tangible, so the brand could come across as approachable and clearly different from big tech.
SolutionTo make a digital service feel tangible, the identity borrows from the physical world of storage: references to old storage devices, a desaturated black and cream palette lifted by a pop of color for the digital side, and a grid system underneath it all. I hand drew the logomark as an abstract representation of a jackal, keeping defining features like its long legs and back spots so it stays distinct from a dog, wolf, or fox. The graphic system builds on that grid, pairing it with off-centered type as a nod to the technology's decentralized nature. A recurring pattern is used sparingly and stands for the way Jackal connects users within a secure framework. The result is a brand that makes a complex service feel approachable and clearly its own.
Scope of WorkVisual Identity: Logotype, Logomark, Color Palette, Typography System, Graphic System.
Art Direction
Social Graphics
Brand Guidelines
CreditsDesign: Laura Ángel
Year: 2024
Studio: Ludlow Kingsley
Client Creative Direction: Ian Gibson
Strategy & Copywriting: Anna Hartwick
Project Management: Taylor Schroeder
Video: Coney Studios
Running Jackal Motion: Illworkz
Case Study: Written, designed and animated by Laura Ángel.