Arcus Brand
BRANDING
BRAND SYSTEM
MARKETING DESIGN
YEAR
2026
INFO
Arcus is a decentralized exchange built by the team behind dYdX in partnership with Robinhood Crypto on Robinhood Chain. For a new product connecting the worlds of traditional finance and crypto, the opportunity was to build a brand that could feel credible enough for financial markets, but distinctive enough for a new generation of trading. My role was to help establish the visual foundation and, primarily, translate it into a practical marketing system that could scale across campaigns, content and external partners.
PROBLEM
We needed to make the identity easy to use across social, videos, launch campaigns and web. Consistent and scalable. Without carrying over the complexity of a full product design system.
IN SUMMARY
I developed a marketing-focused layer of the Arcus brand guidelines, defining a more focused color and typography system, illustration rules, and practical guidance for AI-assisted asset production. The result was a clear framework that internal teams and external partners could use to create consistent, on-brand marketing content.
