Brand Identity for a Crypto Finance Marketplace

Project description

Pareto is a marketplace for scalable on-chain credit facilities that rethinks how lending infrastructure and loan origination work in the crypto space. For this product, we designed the website and defined the core principles of its brand identity, grounding the visual direction in the client’s expectations and the specifics of their audience. From the start, it was important that the brand did not lean into a typical “startup” tone. Pareto speaks to experienced investors and crypto-native institutions, so the identity needed to feel confident, composed, and structurally sound rather than loud or decorative. This direction became the foundation for the entire visual system.