Branding project
for Flow.in, a brazilian cryptocurrency startup

// branding

Who

Flow.in

What

Flow.in rebrand

When

2021_2022

//Context

Flow.in emerged as a pioneer of the 'CryptoCare' concept in Brazil, aiming to simplify and secure the user experience within the cryptocurrency universe.With the market's rapid growth and the need to expand its product and service offerings, the brand needed to evolve. The challenge lay in building an identity that balanced the agility of the crypto world with the reliability expected from the traditional financial market.

//The challenge

Flow.in's initial identity served its purpose in the early years, but it no longer kept pace with the company's evolution. To support its new ambitions, a strategic and visual repositioning was required, one that conveyed the sophistication and accessibility of the new products while maintaining the connection with its crypto community.

The main challenges were:
  • Positioning Expansion: Shifting from an investment platform to a complete crypto asset ecosystem, offering a digital wallet, Bitcoin-to-Real conversion, asset tokenization, and crypto loans.
  • Visual Identity Redesign: Creating a brand modern and flexible enough to engage both crypto enthusiasts and traditional financial institutions.
  • Strengthening Digital Presence: Developing a communication system that balanced education for new investors with specialized content for the crypto community.

//Solution

Flow.in’s rebranding was designed to unite innovation and credibility. The solution involved three main fronts:

//New visual ID

The new identity balances sophistication and accessibility, reflecting the intersection between the traditional financial world and the crypto universe:
  • The logo was redesigned to convey solidity and dynamism, combining precise geometric shapes with organic fluidity.
  • The typography was chosen to reflect technology and clarity, ensuring legibility and impact.
  • The color palette balances modern digital tones with warm accents that convey approachability and trust.

//Brand repositioning

Flow.in’s new narrative highlights its ability to connect two worlds: traditional finance and the decentralized digital economy.

Communication was structured to reflect this bridge:
  • An educational and accessible tone of voice for new investors;
  • More technical and robust messaging for institutional players and experienced industry experts;
  • Development of a product ecosystem that intuitively interacts with one another.

//Content and Engagement Platform

With a diverse audience, a flexible and scalable communication system was essential:
  • Production of educational content in different formats: articles, videos, and live streams;
  • Creation of a consistent digital experience across the website, social media, and the Telegram community;
  • Strategic partnerships with influencers and industry events to strengthen brand credibility.

//Impact

43%
Increase in social media engagement.
25,5%
Expansion of the user base for investment products.
800
Sign-ups for the wallet beta phase.