Irys

Most storage solutions treat data like a filing cabinet instead of fuel for an active system. The result? As much as $3 trillion worth of data sits untapped annually. Enter Irys, the first programmable datachain where data doesn't just exist but actively executes instructions and triggers smart contracts. It brings data to life.

When Irys approached us, they had developed groundbreaking technology and amassed a large community, but their brand felt temporary. We worked with their team to form a brand and digital presence that promises more than sophisticated engineering with literal, node-based explanations of features.

The creative breakthrough emerged from an unexpected direction. Rather than chasing typical tech aesthetics, we explored a specific kind of nostalgia rooted in 90s anime culture. Not retro typography or throwback graphics, but the atmospheric warmth of watching Dragon Ball Z on weekend mornings. This became the emotional foundation for the selected direction, internally called "Senzu Bean."

We used Acid Grotesk for headlines and built a comprehensive system around refined sprite illustrations. The art direction centered on sprawling environments, mechanical platforms, and character-driven storytelling that communicated technical concepts through visual metaphor, such as a diagram showing the inner workings of a robot to visualize transparency.

We refined their existing sprite illustrations to feel mathematically precise while preserving their essential character, then built a flexible system around them. AI-generated imagery began as placeholder content but evolved into essential texture, providing ambient energy their animation team later brought to life.

Overall, the visual system balances strong typography with an expressive, even joyful, art direction to create a comprehensive brand universe that spans illustration, motion, and texture. And gives Irys permission to be what it already was: serious infrastructure that doesn't take itself too seriously.

"Reaching out to say that so far the team has been great to work with. We were talking to five agencies for our rebrand and I honestly don't think anyone else could of hit the direction as on point as you guys have so far. Glad we picked you guys. Shoutout to the team. Give them a raise." — Gustavo Lobo, Chief Marketing Officer