Why Love + Money created a liquid-inspired identity system for luxury collectable marketplace Altr

From ‘decentralised autonomous organisation’ Lucidao, Altr is the world’s first luxury collectable marketplace transacted on the blockchain; aiming to bridge the gap between the physical and digital luxury spaces. Being the first of its kind, it was in need of a showstopping identity; courtesy of international digital creative agency Love + Money. “Altr’s offering is innovative and unlike anything in the market, so we knew that the aesthetic had to feel a little futuristic,” Creative Director Danny Pemberton tells us. “The products are exclusively high-value, so it also needed to feel a little luxurious. But ultimately, with all of our work, we’re essentially striving to communicate the core brand meme, or idea.” Here, that idea is also contained within the brand name itself: ‘Don’t just trade. Altr.’ The aesthetic, therefore, needed to communicate the idea of transformation. “Altr allows collectors to move their assets between the physical and digital worlds – in a very real sense, upping the ante on the traditional idea of financial liquidity,” Pemberton explains. For this reason, liquidity was the central direction of the brand’s 3D imagery. “It gives the work a lovely in-between twilight feeling, where it's perhaps not immediately clear if what you’re looking at is analogue or digital.”