Theo
Theo needed a brand that would give investors the confidence to deposit into thBILL, an AAA-rated tokenized treasury fund, alongside thUSD, a yield-bearing stablecoin powered by gold markets. The brief: feel as credible as a trusted financial institution, and as visionary as a company building the next layer of financial infrastructure.
I started from first principles and went through each stage of brand strategy, then built a complete visual identity and comprehensive brand guidelines. From there I carried the brand into go-to-market and launch creative, web, product and a shared design framework, so Theo could ship fast while staying cohesive across product, socials and narrative.
Since launch, Theo has raised $20M across two rounds and gained over $220M in TVL, with roughly $4.7M in annualised fees across supported chains.
Deliverables
Brand strategy, Visual identity, Brand guidelines, GTM & launch creative, Web design, Design framework
Outcomes
$20M+ raised · $220M+ TVL · $4.7M annualised fees
Client feedback
“A big part of Theo’s design identity today can be attributed to the work Abe did for us… To this day we still get compliments about how comprehensive our brand guidelines are.” — T.K. Kwon, Co-founder, Theo
