Zenrock
Zenrock came to me with a fundamental challenge: their identity didn’t match their ambition. Operating under a previous name that no longer reflected the company’s direction, they needed more than a rebrand. They needed a complete repositioning that would communicate what decentralised custody actually feels like to the people who depend on it.
I started with extended brand strategy workshops, getting all stakeholders aligned on what a successful outcome would be, then moved into a dedicated naming process: three rounds of iteration, back and forth with stakeholders, to arrive at a name that would carry the weight of what they were building. Zenrock: an immovable, unshakable bulwark. Steadfast. Weathering any current or storm.
From there we built a visual identity rooted in that duality, the strength and permanence of stone paired with the calm of a zen garden. Lines drawn in sand. Balancing rocks. Tranquillity as a signal of security. Every element, from the organic mark to the nature-driven imagery and abstract illustration system, was designed to make a complex, security-first story feel immediate and trustworthy.
We then carried that brand language across the full go-to-market: website, launch campaign creative, product design and a scalable design system, so Zenrock could ship multiple products while staying unmistakably consistent across documentation, app UX and marketing. Since launch, the ecosystem around zrChain and Decentralised Custody Tokens rolled out, including zenBTC and zrSign. zenBTC alone it surpassed $20M in TVL on Solana, with cumulative TVL across all products exceeding $50M.
Deliverables
Naming, Brand strategy, Visual identity, Website, Launch campaign, Product design, Design system
Outcomes
3 flagship launches · $50M+ cumulative TVL
Client feedback
“What to say… Abe helped us find our name. He was singular in his pursuit of making sure we had everything we needed to launch our brand and launch well.” — Randy Little, CEO, Zenrock
