Aurox: Premier Web 3.0 ecosystem & trading terminal

Aurox is a leading cryptocurrency trading terminal, market cap website, and issuer of the $URUS token powering an advanced lending and trading system.

About the project

In a rapidly evolving market of cryptocurrencies, Aurox faced the challenge  of creating a visual identity system that would appeal to both novice and advanced traders. Their original branding didn't effectively communicate the power and simplicity of their products, nor did it resonate with the vibrant and dynamic world of cryptocurrencies.

Mission

To continue to grow and expand Aurox offerings as a Web 3.0 platform, we designed a complete rebranding to create a visual identity system. It should be more aligned with the company values, better suited for the target audience, and more reflective of the product's unique selling points.

Design philosophy

The brand name Aurox comes from Aurochs, an extinct bull species and the wild ancestor of modern domestic cattle. The bear and bull constructs are the base of stock market trading with bull being the analogy for the rising market indices. Aurox incorporated the image of the bull into their identity and also the nature of the crypto trading world. The combination of straightforward, dynamic imagery and mysterious vibe gave us the playground to work in.

Design features

Brand identity system redesign

UI/UX design of the market website
3D graphics for media and presentations

 Motion design for promo reels

Brand identity system

Since Aurox’s logo directly connects with the name, it was obvious that we had to work within the bull’s head shape.

Alternative shape search Realism Back to the head Final lockup

Alternative shape search

The bull is so much more than a head with horns. It’s explosive energy and powerful figure can only be expressed through the whole body composition. So, our first take was using a dynamic shape with 3D effect and a stylized innovative vibe.

Realism

Another option was more of a traditional recognizable shape but with the same dynamic features. However, the placement and its vector felt off because of the asymmetry.

Back to the head

Then we decided to go back to the original head concept but with an experimental pair of horns that completely changed the species and the attributes that come with it.

Final lockup

Given all the trials and tribulations that may or may not involve the practice of getting a face tattoo when a cryptocurrency company surpasses $1 billion in market capitalization, we decided to revert to the silhouette of the original logo with modified horns. It had a defined shape with 3D edges, and most importantly, the eyes on some of the higher-end logo implementations.

Brand graphics

To help communicate Aurox’s features and functionality, our branding agency developed a comprehensive set of visual assets, including illustrations, infographics, and animations.

Website design

After the major part of the brand work was done, it was time for Aurox to put it to practice and execute the new look and feel. They did a great job showcasing the new identity all across different outlets, from public speaking events to Twitter media to their weekly YouTube live streams.

Outcome

Aurox is a big name among cryptocurrency platforms and a brand that manages to deliver on multiple fronts, whether it’s a specialized crypto trading terminal, a wallet, a DeFi protocol, or just the knowledge that the Aurox founders happily share for free daily. It was an interesting journey for us to try to keep up with Aurox and help them produce the visual experience their customers deserve using our branding services.

Producer comment

The Aurox ecosystem and the brand itself is a mixture of bullish energy, freedom intrinsic to DeFi, and fun you won’t meet in a corporate project. Despite crypto businesses being prone to change, Aurox is really persistent as a brand and the customers feel it.
Moses Kim
Creative Producer