Fluent
Objectives
Market repositioning / Brand Awareness
Deliverables
Branding / Website Design
Fluent is pioneering a new era in blockchain development with its Blended Execution Network - the first of its kind. Built on Ethereum as a Layer 2, it allows developers to blend smart contracts written in different languages, such as Solidity and Rust, within a single environment. By supporting multiple virtual machines under one roof, Fluent solves real-world fragmentation in Web3 development, offering unparalleled flexibility, speed, and composability. It's a platform made by and for brilliant developers—technical at its core, but ambitious in scope.
We were tasked with translating that complexity into a brand that feels human, expressive, and cohesive. The identity system we created reflects Fluent’s technical DNA by visually blending contrasting design elements - flat and volumetric forms, shadows and outlines, structured grids and flowing shapes. Much like their product unites different programming languages, our brand system brings together disparate visual styles into one seamless, intuitive whole. It’s a celebration of contradiction working in harmony—accessible yet smart, playful yet precise.
Objectives
Market repositioning / Brand Awareness
Deliverables
Branding / Website Design
Fluent’s visual style is a bold fusion of blended gradients, abstract forms, and playful contrast, mirroring the platform’s ability to unify complexity into something beautifully simple. Fluid meets sharp, soft hues collide with vivid ones, and every element moves with intention, echoing the adaptability of their tech. Rooted in their value of Authentic Quirkiness, we embraced their dev-first culture with inside jokes, unexpected visual twists, and a light, conversational tone. The result is a brand that feels human, dynamic, and unmistakably Fluent, proving visually and verbally what the product delivers.
"The team and I could not be happier with our new brand identity. We knew Pony would crush it from the first kick off call where we spent 3+ hours getting into things, which set a solid foundation for the rest of the project. Pony was very willing iterate with us through each phase of the process, attentive to our needs and asks, which ultimately landed us with the best possible outcome."
