Crafting the Brand Identity for FOX's Blockchain Creative Labs
Role: Founding Designer, UX/UI, Brand, Motion & Systems Lead
Focus: Brand Identity, Visual System, Design System, 3D Design, Motion Graphics,
Company: FOX Entertainment
Duration: 2 years, 8 months
Designing the Brand Identity for FOX's Blockchain Creative Labs
Role: Founding Designer, Brand, Motion & Systems Lead
Focus: Brand Identity, Visual System, 3D Design, Motion Graphics
Company: FOX Entertainment
Duration: 2 years, 8 months
Overview
In 2021, FOX launched Blockchain Creative Labs (BCL)—a new division focused on Web3 entertainment, NFTs, and digital ownership. I was hired as the first designer by Hulu alum John Couch, tasked with inventing the brand from scratch: its identity, system, visuals, and motion.
“Beyond product design, I led all brand design, systems design and animation work, creating a flexible and expressive visual system that defined how FOX would show up in Web3.”—Mark Banzhoff
Design Goals
Establish a future-forward, credible identity in the emerging Web3 space
Visually break away from FOX’s corporate blue aesthetic
Create a highly scalable system usable across multiple product lines and event activations
Build not just a brand—but a living, moving visual language that communicated innovation without crypto kitsch
Logo
Design: A modular, geometric wordmark echoing blockchain structure—clean, strong, and endlessly adaptable
Animation: I created the motion design for the logo system, developing transitions for launches, partner reveals, and event screens
Use Cases: Built to scale from social avatars to SXSW stages and national press releases
Typography
Primary: Neue Plak – expressive, modern, and slightly off-kilter to set the tone for a disruptive brand
Secondary: Helvetica Neue Bold – precise and neutral, grounding the system for UI and enterprise use
Result: A type system that balanced energy with clarity, useful across marketing, UI, and legal contexts
Color Palette
Black & White –A neutral foundation for clarity and contrast
Orange-to-Red Gradient – Our hero color, symbolizing transformation through heat
Inspired by the forge—where raw material becomes refined through intensity
Visually differentiated BCL from FOX’s blue-toned ecosystem
Represented the creative process itself: pressure, heat, and precision shaping something new
Visual & Motion Language
3D Design: Created custom abstract assets reflecting digital modularity, decentralization, and flow—used in press kits, hero visuals, and NFT marketplaces
Visual & Motion Language
3D Design: Created custom abstract assets reflecting digital modularity, decentralization, and flow—used in press kits, hero visuals, and NFT marketplaces
Animation: Designed and animated all motion graphics, including:
Logo builds
UI transitions
Event title cards
Product onboarding flows
Style: Crisp, dynamic, and intentional—motion that enhanced meaning, not noise
Visual & Motion Language
3D Design: Created custom abstract assets reflecting digital modularity, decentralization, and flow—used in press kits, hero visuals, and NFT marketplaces
Animation: Designed and animated all motion graphics, including:
Logo builds
UI transitions
Event title cards
Product onboarding flows
Style: Crisp, dynamic, and intentional—motion that enhanced meaning, not noise
Forge Design System
I created Forge, a design system inspired by the idea of transformation—where extreme heat refines raw material into something beautiful. Forge powered all of BCL and served as the backbone for FOX’s Web3 product ecosystem.
Core Features:
Modular UI components for marketplaces and applications
Flexible motion libraries for web and live use
3D asset kits for visual consistency
Design tokens for color, type, spacing, and animation
Child Systems:
Forge was the foundation for custom systems I built for key FOX IPs:
Krapopolis – ancient-meets-future aesthetics for Dan Harmon’s animated series
The Masked Singer – bold, energetic visuals and playful motion
Each child system retained Forge’s structure while expressing its own personality.
Applications
The Forge design system and brand identity were applied across a diverse range of FOX’s Web3 and entertainment products. I built the full design systems and websites for each of the following:
NFT marketplaces for flagship IPs including WWE and Krapopolis
The Masked Singer digital experience, reimagined for Web3 interaction
Event activations at high-visibility venues like SXSW and NFT.NYC
Internal product dashboards and tooling interfaces
Marketing ecosystems, including social media assets, pitch decks, investor presentations, and PR kits
Logo
Design: A modular, geometric wordmark echoing blockchain structure—clean, strong, and endlessly adaptable
Animation: I created the motion design for the logo system, developing transitions for launches, partner reveals, and event screens
Use Cases: Built to scale from social avatars to SXSW stages and national press releases
Design Goals
Establish a future-forward, credible identity in the emerging Web3 space
Visually break away from FOX’s corporate blue aesthetic
Create a highly scalable system usable across multiple product lines and event activations
Build not just a brand—but a living, moving visual language that communicated innovation without crypto kitsch
Designing a brand identity for fox’s web 3 company Blockchain Creative Labs
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Designing a brand identity for fox’s web 3 company Blockchain Creative Labs
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Re-imagining the Brand Identity for FOX as we pivot into AI and new technologies as FOX Emerging Tech
Role: Founding Designer, UX/UI, Brand, Motion & Systems Lead
Focus: Brand Identity, Visual System, Design System, 3D Design, Motion Graphics,
Company: FOX Entertainment
Duration: 2 years, 8 months
