Layer One X

Aligning brand and digital experience to a revolutionary blockchain protocol

Overview

Client Layer One X

Year of Completion 2023

Location Australia

Layer One X is a blockchain technology company focused on delivering decentralized solutions for businesses. Juicebox created a dynamic website that effectively communicates their innovative services and expertise. The redesign significantly enhanced user engagement and accessibility, positioning Layer One X as a key player in the blockchain space.

Layer One X is a revolutionary blockchain protocol, providing unrivalled interoperability.

Layer One X (L1X) enables the full utilisation of blockchain technology by providing unrivalled interoperability, allowing data to flow securely between different blockchains while remaining completely decentralised. Incredibly, this is achieved without compromising the network’s scalability or speed through its proprietary micro-validation technology.

As the digital world shifts to a decentralised model, L1X eliminates the distraction of protocol supremacy and creates a multi-chain reality of interconnected Web3 communities and commerce, unlocking endless new possibilities.

While developing this new technology is clearly the most important aspect, communicating its benefits and building a global community that trusts the technology is just as crucial. L1X needed to become a brand, not just a leading technology.

After previously working with the founder, Kevin Coutinho, on the brand system for Wyde, a digital marketplace currently operating across three SE Asian markets, he asked us to consider the brand for its underlying blockchain technology.

We were brought up to speed with the technology and the enormity of its potential, before being tasked to create a brand that would fit in—and also stand out—in the rapidly expanding landscape of Web3. It needed to be definitive yet approachable, able to display maturity in serious corporate settings while also appealing to the energetic and creative developer communities online.

The resulting brand concept and digital experience that we delivered balances authority through strict design and technical information, combined with creativity and energy through vibrant colour, movement and natural language.

Strategic insight

The success of every technology relies on its ability to shape the human experience.

The Objective

Create a brand and digital experience befitting L1X’s industry-shaking vision and motivate the target audience to engage.

Built to unite

Our strategy process involved a thorough technical analysis to grasp the utility of the protocol, taking into account the well-known blockchain trilemma of decentralisation vs security vs scalability. We then evaluated the possibility of incorporating interoperability to form a “blockchain quartet” and how interoperability might spark conversations in the blockchain community and shift thinking away from protocol rivalry.

Ultimately if L1X could prove effectiveness in delivering the quartet, it would be seen as critical infrastructure and signify the dawn of a new multi-chain era with a culture of collaboration and unity.

Connect with devs

For Web3 developers—those fully immersed in blockchain technology—L1X needed to highlight the specific benefits of building on its protocol, rather than providing broader blockchain education. We wanted the developer community to quickly recognise its utility and feel as if they were connecting with a like-minded peer.

This thinking also determined which channels and platforms would be activated to reach and engage, including where information resources would be housed (e.g. Github) and where to build communities (e.g. Discord, Telegram).

Beyond speculation

For investors—those with conviction about the growth of digital tokens and assets—L1X needed to demonstrate that it was more than speculation and hype. It needed to show that it had invested time and resources in best practice legal structures and tokenomic models, and aligned itself with globally credible organisations and industry leaders, to ensure that it was compliant and well regarded within the wider blockchain ecosystem.

Of course the potential of the L1X protocol to drive wider adoption of Web3 naturally gets the mind racing, so we needed to temper this excitement with a pragmatic explanation of its utility and benefits without ever over-promising.