Palm NFT Studio

A dual-branding system for Palm uniting art, technology, and blockchain under one vision.

Client : Palm NFT Studio
Studio: Buck.co
ECD: Kevin Walker
Creative Director: Camille Chu
ACD : Liron Eldar-Ashkenazi
Shannon Jager
Vinicius Naldi
Art Director: Liron Eldar-Ashkenazi
Design Lead: Renaud Futterer
Design: Adam Brandon
Kenni Huang
Creative Strategy Director: Marla Moore
Brand Strategist: Elizabeth Vogstberger
James Moore
Creative Technologist: Donovan Keith
Michael Delaney
Tayler Johnson
Global Head of Production: Emily Rickard

Typography plays a central role in giving the brand its ownable feel. Our core typefaces, Whyte and Ortica, work in contrast to one another to create tension and balance. Whyte Rounded Inktrap softens the sharpness of a technical font, rounding the inktrap details for a more organic sensibility. Paired with Ortica, the system feels grounded and expressive at the same time. Together, type, icons, and shapes form a cohesive visual language that feels intentional rather than ornamental.

This two-parter put our branding skills to the test. We crafted two distinct brands that live under one shared umbrella, connected by sensibility rather than sameness. The challenge was not separation. It was coherence. How do two expressions feel clearly different, yet unmistakably related. First came the brand identity for Palm NFT, a joint venture between ConsenSys and Heni. Then came the visual system for Palm itself, a fast, efficient, and eco-friendly blockchain technology. Each needed its own voice. Both needed to feel like they came from the same place.

The Palm ecosystem is built as a breeding ground for explosive creativity, so the visual language needed to feel alive and adaptable at its core. Organic-digital became our anchor. We designed an aesthetic that could flex across themes like growth, transformation, and balance without losing cohesion. The result is a tech jungle. A generative array of shapes that systematically creates an eclectic yet refined design language. Expressive but controlled. Structured enough to scale, loose enough to evolve.

Palm’s primary brand identifier is made of two parts. An icon built from one or four shapes, and a wordmark that always appears alongside it. The wordmark is set in Whyte Rounded Inktrap, our custom typeface based on Whyte Inktrap Medium. We refined the details for clarity and comfort. The “Pa” was tightened to sit more naturally together. The “F” and “T” in NFT were adjusted to create better spacing and flow. Small moves. Big payoff in legibility and tone.

At the heart of the system sits what we call the Digital Fabric. A shared textured fill that runs through the visual system and ties everything together. We built a generative engine by feeding a program sets of images and extracting color, tone, and other values. The result is a system capable of producing infinite static or dynamic visuals. This approach creates variation without fragmentation, and allows the brand to feel inclusive, alive, and ever-evolving across every touchpoint.