Tranquillity base: Analogue’s stark identity for Maven 11 brings a sense of calm to cryptocurrency

Having partnered with studio Code d’Azur who laid the foundations of the brand, Amsterdam-based agency Analogue built upon the work of their Dutch neighbour, crafting the ambient identity for crypto investment fund Maven 11. “Following this collaboration, we seamlessly transitioned into the web design phase,” Analogue tell us, crafting a website that not only aligns with the brand’s values, as they describe, “but also provides an intuitive and engaging online experience.” Opting for a rigorous graphic language, Analogue turned to TypeType’s TT Hoves and Nippo by Indian Type Foundry as the primary and secondary typefaces, harnessing their distinctive, industrial aesthetic. “Nippo’s distinctive design elements give a technical look,” they recall, “that perfectly aligns with the innovative and cutting-edge nature of the industry,” complementing the uniformity of TT Hoves’s design. “They create a harmonious and balanced look,” Analogue note, “adding credibility and sophistication to the brand.” Sharing a similarly graphic tone, stark illustrations were crafted for the brand, constructed of interconnected, dotted circles that symbolise the network Maven 11 shares. “They represent the participants in the crypto ecosystem and the collaborative nature of the industry,” they explain, animating the illustrations to represent the speed at which the industry moves. “This represents Maven 11’s commitment to staying connected,” Analogue remark, “embracing change and driving progress in the crypto industry.”