Clay turns crypto clichés upside down in Sky’s optimistic brand

When MakerDAO, one of decentralised finance’s pioneering platforms, decided to evolve into Sky in 2024, it needed more than a fresh coat of paint. The cryptocurrency ecosystem – known as DeFi, where financial services operate without traditional banks or intermediaries through blockchain technology – had grown complex enough that effective governance of the original project proved challenging. San Francisco-based agency Clay, working closely with the team, developed a new identity that could support this ambitious restructuring whilst making the platform more approachable to newcomers. “The idea behind the new name and the overall concept was already in place – it needed to feel vast, optimistic and open in every direction,” explains Oleg Turbaba, Brand Design Director at Clay. The rebrand introduces USDS (an upgraded version of the DAI stablecoin), a reorganised governance structure, and a new front-end interface called Sky.money that provides non-custodial access to the protocol. Users maintain complete control of their funds whilst accessing savings rates and reward mechanisms. The visual concept centres on capturing a 360-degree panorama of the sky in constant transformation. During research, Clay discovered that placing a dot at the centre of a circle could represent the horizon, with different segments showing the sky at various times of day. This not only reinforced the visual metaphor of DeFi's boundless potential but also inspired the ‘portal’ concept used throughout the illustration system. The logomark itself is built with meticulous geometric precision, creating what Turbaba describes as “a celestial balance.”