Tide

When you’re a not-for-profit foundation in a blockchain marketplace notorious for crypto-currency schemes, you need your audience to know you’re authentic. That’s why Tide asked us to build them a brand that builds trust. We rolled out a strategically simple visual identity that feels reliable at every touchpoint and reaffirms Tide’s truly respectable position in a new personal data economy.

Website
  • Brand manifesto
  • Brand strategy
  • Brand writing
  • IA & wireframing
  • Website design
  • Illustration
  • Art direction
  • Visual identity
  • Identity system

What’s all this then?

Tide is a not-for-profit foundation that gives consumers the power to monetise and securely share their personal data over blockchain with selected companies. It’s complex stuff, but in a nutshell, it gives consumers more control, businesses more reliable data and marketers direct access to their target audience.

Any insights?

Daily data breaches show that, even with the best intentions and resources, companies are unable to protect our data — including passwords. Because of this, we often provide inaccurate and incomplete information about ourselves, yet businesses rely on this data to craft products and services that we, as customers, expect to be relevant, convenient and high-quality. Companies also face costly, complex regulation aimed at protecting our rights, which can drain them of valuable resources. Everyone loses.

And what seems to be the problem?

Backed by a group of tech heavyweights, Tide needed help to create a brand that builds trust in a marketplace notorious for ‘get rich quick’ crypto-currency schemes. Challenge accepted.

So how’d you go about it?

Tide may be built around complex technology, but the concept is relatively simple — data isn’t a liability, it’s an asset. We carried this simplicity throughout every touchpoint of the project. 

The logomark was designed using an isometric grid, with the three Ts representing Tide’s protocol — the convergence of consumer, marketer and data vendor. To balance the brand’s unprecedented offering, it’s supported by a colour palette that doesn’t stray far from familiar tech tones of blue and grey.

A single scroll and a story unfolds

The website also needed to stand out from a sea of crypto-wannabes and feel in tune with the promise at the heart of Tide. We created a single, long-page scroll and a private platform designed to manage sales in the Security Token Offering. Working with a wide range of audiences in mind, each requiring a different brand proposition, we illustrated a data-driven world that could easily tell Tide’s story. The minimalist illustration style we adopted helped to suggest transparency in a largely unregulated industry. Animated by Never Sit Still, the story unfolds as you scroll the site.

A Tide take on business cards

And it wasn’t all digital. With a nod to the protection of personal data, we added a layer of playful ‘encryption’ to their business cards. Printed with silver coating on the card, the recipient has to scratch away to unlock their new contact’s personal details.

“Universal Favourite first came to my attention as a competitor when I ran a digital agency. They were top of my list of those I’d like to work with on new projects, after exiting agency land. This is my second project with Universal Favourite and it won’t be the last. Their creative and commercial approach to design and digital permeates from their proposals through to their execution and adds enormous value”

Michael Loewy, Director of Tide Foundation

And the end result?

Since the foundation’s launch, they’ve been invited to speak at SXSW 2019, and studied and included in both the OECD Business and Finance Outlook 2019: Strengthening Trust In Business and the UK government’s Competition and Markets Authority report on regulating digital markets. They’ve also been covered in TechCrunch, Forbes, Tech Republic, Dark Reading, Financial Review and more. 

While many blockchain businesses position themselves as "anti-establishment", Tide has created a new personal data economy that truly believes in privacy. It’s an ecosystem that benefits everyone and we are grateful to have been trusted to rollout a brand with a strategic design approach guided by their optimism and authenticity.

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