21Shares

21Shares Rebrand

21Shares Rebrand

A strategic evolution of the 21shares brand to reflect how the company and the digital-asset market had matured. Making crypto feel more human, accessible and relevant to investors navigating an increasingly complex market.

A strategic evolution of the 21shares brand to reflect how the company and the digital-asset market had matured. Making crypto feel more human, accessible and relevant to investors navigating an increasingly complex market.

21Shares rebrand

Challenge

21shares had evolved significantly since its original brand identity was created. As the digital-asset industry matured and the audience expanded beyond crypto-native investors, the brand needed to evolve with it while maintaining the recognition and credibility it had built.

Goal

Create a more contemporary and human brand identity that could simplify complexity rather than amplify it while remaining distinctive and relevant across global markets.

My Role

Supported the design team with market and audience insights across EMEA, bringing a local-market perspective into the brand development process. I worked closely with the team to assess how the new identity would translate across different markets, audiences and cultural contexts, and helped shape decisions around what would work locally while maintaining global consistency.

Outcome

The rebrand created a more contemporary, human expression for 21shares while preserving brand recognition. It established a flexible global identity that could translate consistently across audiences and markets.