BRAND

Icebreaker needed a visual identity that could evolve with the product. Starting as an NFC-based networking tool, then becoming an onchain professional network, and now serving B2B recruiting — the brand had to be flexible enough to grow without losing recognition.

I led both major brand iterations: V1 established our initial presence, V2 matured the identity for enterprise adoption while maintaining the energy that made Icebreaker distinctive.

V1 was a collaboration between me and my co-founder Dan. We probably spent more time on it than we should have, but it was worth it — exploring the fractal nature of data and how networks compound on themselves. The name Icebreaker comes from Neuromancer by William Gibson, where icebreakers are tools used to break state-controlled AI in the metaverse. There's a double meaning: that reference, plus the act of breaking the ice when meeting someone new.

For V2, I led the redesign in partnership with Heretic.wtf. They were awesome partners — we kept the geometric mark but evolved everything else: cleaner typography, a more sophisticated color system, and patterns that could scale from app icons to conference booths. Enterprise-ready without losing personality. I'm very happy with how it turned out.