BRAND
THE CHALLENGE
Icebreaker needed a visual identity that could evolve with the product. It started as an NFC-based networking tool, became an onchain professional network, and eventually served 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.
APPROACH
V1 was a close collaboration with my co-founder Dan. We explored 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, and 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.
MY ROLE
STATUS
BRAND V2
Designed in partnership with Heretic.wtf
Brand guidelines covering typography, color, and usage rules for the evolved identity
Pattern system and poster designs that extend the brand into physical and digital touchpoints
Social templates creating a consistent presence across Twitter, LinkedIn, and Farcaster
Branded apparel designed for events and team identity
BRAND V1
Exploring the fractal nature of data with Dan Stone
Original logo named after the icebreakers in William Gibson's Neuromancer
Mark exploration inspired by the fractal nature of data and networks