bZx is a decentralized margin lending protocol.

The process to brand bZx (formerly b0x) was an… adventurous one. This was during the pinnacle of the crypto-currency craze, and because of this everything and everyone was moving at ten times startup speed.

I was in touch with the founders throughout the process, and we all wanted to arrive at something that both meshed and was distinguishable from the rest of the decentralized crypto service and protocol startups.

Initial concepts were fully developed and approved, then scrapped just as quickly to explore new directions. This was, and still is to an extent, the wild west of design. I’m proud of where we ended up.

Below are the various designs, graphics, and papers done during the launch and subsequent months. Now, I am mostly on brand maintenance, advice, and the occasional conference package, marketing material, and graphics


The whitepaper was an intense and, to me, surprisingly complex project. I’m not afraid to admit that though I didn’t write the copy, I still underestimated how difficult it would be to format and correct mistakes in such a large document.

The infographics and flow was, to me, the most fun. I love designing the little accompanying images in a manner that looks great and has utilitarian value. For formatting I kept it really simple with full justification. Though it may not look like it, even this required a good amount of custom kerning and leading to ensure there weren’t too many hanging sentences, awkward transitions, or single-line pages. Honestly, most white papers I researched had quite a lot less effort put into their development. I’m personally opposed, usually, to doing full justification but in this case I felt the benefits outweighed my prejudices.

  • Formatted in Indesign

  • graphics designed in Illustrator.

The litepaper was a lot more fun. It’s the Lite version of the whitepaper, so there was quite a lot fewer words and yet I still needed to have obvious sections while keeping it more interesting than a mostly blank white page. I admit, I may have gone overboard on the illustrating here. The client had requested we try isometric design and I do love doing that kind of thing, so I went a little crazy in trying to tie everything together. In the end it’s a nice-looking piece that perhaps now I would curtail some, but it succeeds in keeping the paper lite-hearted (excuse me) and interesting.

  • Designed entirely in illustrator

Here is a truly ridiculous amount of exploration in the logo design. Though I haven’t particularly designed for them, I have worked with a lot of SF startup designers and their brands. My initial designs reflected that experience, but I also tried to keep a corporate or more serious language.

I had arrived at shapes and colors that reflected margin lending, liquidity, and the protocol that would run this. As well as, of course, the b.

After the previous design, there was a lot of uncertainty from others involved in the project over the direction. In the end, we decided to go another round and I tried a very different direction. We arrived at a low-poly style that implicates the fractal nature of the decentralized space, and a more iconic icon shape.