Vest.Exchange — Rui Lourenço

Information

Portuguese multidisciplinary designer and creative director, with a strong focus on digital interfaces and branding. Six years leading design at Flod, most recently as Head of Design. Living between Porto and Warsaw.

Client

Type

Year

Vest.Exchange

2023

Index

Type Identity, User Interface
Role Design Lead
Team Flod
Date 2023

Rivalling Wall Street meant Vest had to clearly state how it differs from traditional financial institutions — a decentralized exchange for perpetual futures that needed more than a fancy new logo to make that case. Our task was to build a brand new visual language for them, accompanied by a website and social media communication. We called that whole universe Vest Street, an alternative to Wall Street itself, where Vest's primary orange colour glows in the dark alleys, and the logo's triangle shape is seen in different city elements, from the cars to the road signs. Fred Wolf's The Point!, where everything and everyone has a sharp point, was a real inspiration, alongside VHS cover art and 80s video game graphics, pulling the whole identity towards retro-futurism rather than the sleek-fintech default most competitors reach for.

Next Project →