Make a movement, not a logo
An arrow escaping a circle creates a compact gesture of redirection and collective movement.
BRAND · LAUNCH · 2023
MetaDAO
An identity in motion, with an original synth score
- Role
- Solo Brand Designer, Motion Director & Composer
- Team
- Solo identity, motion & music
- Timeline
- 2023
- Status
- Launched identity & original score
Problem
MetaDAO needed an unfamiliar governance model to feel approachable and a mark the community could recognize and reuse.
Approach
Build around an arrow breaking out of a circle. Rotation, repetition, red / blue imagery, and an original synth score give one simple mark range and energy.
Authorship & cultural reach
The identity carried into product, social, and community use. Release films paired the mark with an original soundtrack I composed and produced.
- Evidence · synth soundtrack
- OriginalThe release films were scored with music composed and produced for the identity.
Decisions & details
Decisions & details
ScopeLogo Design, Brand Strategy, Brand Book, Motion Identity, Release Films, Original Soundtrack
Key decisions
Compose sound and image together
I composed the synth score around the edits, rotation, and repetition so sound and image share one rhythm.
Build the release into the identity
Clockwise rotation suggests time running out, giving the mark a recognizable motion behavior.
Prove the symbol can enter culture
The brand book tests the mark across interfaces, print, packaging, posters, and environmental scale.
One system, authored end to end
From symbol to release system
The project moved from one irreducible mark to a complete audiovisual launch system without splitting identity, motion, and sound into separate disciplines.
0101 · Identity Distill governance into a gesture
An arrow escaping a circle became a symbol of movement that could communicate without relying on text.0202 · Brand book Turn one mark into a world
Repetition, anaglyph imagery, custom display type, two high-energy colors, and physical applications established the complete grammar.0303 · Motion + sound Score the movement
I directed the release films and composed their synth soundtrack so edit, rotation, and music landed as one experience.0404 · Culture Let the community carry it
The release visuals were shared on Twitter / X, and the mark continued into MetaDAO's product and community.
01
A release authored in image and sound
I directed the launch films and composed their synth soundtrack, timing rotation and repetition to the music.
02
The complete brand book
The complete brand book covers symbol, motion, typography, color, and physical and digital applications.
03
Creative direction
Anaglyph depth, institutional architecture, and surreal imagery give governance a distinctive visual setting.
04
The mark enters the physical world
05
Digital grammar and type
06
Color and release signature
07
A symbol designed for public scale
The mark holds its identity as an avatar, repeated pattern, or architectural graphic.
08
The system in context
09