Vertical – Brand Strategy and Identity
Rebranding Vertical as a Platform for the Arts
In 2023, we worked with Vertical to support their transition from Vertical Crypto Art to simply Vertical, helping the team reposition the brand with a new strategy, a new identity, and a clearer vision.
Through a series of brand strategy workshops, we helped the founders define their core values and future ambitions. Our role was to translate this vision into a structured brand strategy and a refreshed identity system.
Through a series of brand strategy workshops, we helped the founders define their core values and future ambitions. Our role was to translate this vision into a structured brand strategy and a refreshed identity system.
One of the main challenges was to shift Vertical’s perception beyond the crypto art space and establish it as a wider platform for arts, culture, and creative communities. Alongside this, we helped organise the brand architecture across its key initiatives, such as Vertical Residency (an art residency platform) and Proof of People (an event focused on art, music, and networking).
To solve the communication challenges, we developed a flexible design system. The new visual identity is simple and modular, with the logo placed vertically as part of the layout structure. This approach brings clarity, consistency, and recognisability across all channels, from social media to print and event materials.
At the core of the rebrand, Vertical now positions itself as “The House of Arts” – a platform that hosts artists and projects across different disciplines, connected by a shared vision of innovation and creativity.
Selected Works
Nonoia is a holistic design studio helping teams close the gap between brand identity and brand experience.
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