Drachma

The founders wanted a visual identity that highlighted drachmas disruptive model and united and honoured the history of the ancient Greek currency where the name was inspired. Drachma’s identity is a fusion of new and old; rich history, knowledge and tradition fused with cutting-edge opportunity and potential.

Drachma is an Erc-20 smart contract that operates on the Ethereum blockchain — designed to be an investment asset, a unit in a token economy, a discount token for businesses and much more. Drachma utilizes this new technology in the crypto space to deliver community-driven philanthropic impact with cutting-edge buyer protection.

Drachma’s founders are heavily inspired by the philosophies and history of the Ancient Greeks. It was vital that the brand embodied Greek history & philosophy and displayed Drachma as a legitimate, trustworthy, investable utility asset that remained identifiable and distinct among its numerous competitors. Drachma’s pillars are built on wealth & prosperity, sharing of wisdom, and the sharing of financial success.

Drachma’s brand is inspired and emboldened by the story of the school of Athens. The brand’s fundamental identity and north star are built off the structural principles envisioned and implemented throughout history.

Drachma’s philosophic, philanthropic, and educational values honour ancient Greek history. Its philanthropic and charitable endeavours are guided by principles created by ancient Greek philosophers, in which our current societies and systems are built.

Drachma’s logomark is Athena’s little owl. The foundational structure of the logomark owl is built off the authentic original owls from the ancient currency. The logomark is designed with the mathematical precision of the golden ratio. Each element and line were designed with meaning and intention.

Although the owl itself is refined and minimal, it has distinct elements that honour its predecessors, such as the distinctive large eyes, oval beak, and beautiful row of beads that line the little owl’s eyebrows. The logomark’s three wings refer to drachma’s three fundamental philosophical pillars.

Drachma’s visual identity is heavily inspired by the school of Athens. The strong, flexible identity system is strengthened by colour, patterns, and graphics, rich with meaning and intention.

The colours themselves were inspired by the robes worn by Plato, a renowned ancient Greek philosopher whose views were entrenched in metaphysical, psychological, philosophical, and moral beliefs, which are a fundamental part of the brand.

Drachma’s pattern is a meander, a decorative border constructed from a continuous line, shaped into a repeated motif. The meander appeared throughout ancient Greek architecture and was among the most important symbols in ancient Greece.

The brand’s graphics are drawn from the drachma currency, an olive sprig (small branch) and AOE (of the Athenians).

A one-page website was needed to present to early investors, explain the tokenomics, and build an email list. 

We identified two main customer segments: users familiar with and are not familiar with crypto. We then created user flows based on the two customer segments. The user flows helped guide the content structure, as the information closer to the top of the website needed to be understood by the majority of viewers.

Thanks to the user flows we identified where different types of content would go. It was important that the essential information about the brand, the values, and the product remained at the top, and the detailed information closer to the bottom of the page, as too much detail and information at the top of the page without context may overwhelm users who do not fully understand crypto.

The goal of the website's visual aesthetic was to tell a more dynamic and live version of the brand story; A story rooted in ancient Greek and Athenian virtues, honouring those who came before, by looking to the future. Initial visual directions told a more distinct story, where the top portions of the website started in the sky, and as the user scrolled down, the visual environment descended down a hill towards a civilization. Due to time constraints and potential coding limitations, a cleaner, minimalistic version was necessary.