Reimagining the digital economy through connected experiences.
Challenge
Bakkt, a technology company living at the intersection of cryptocurrency and payments, and loyalty and rewards, is transforming the way we engage with the digital economy. Previously, Bakkt existed as a consumer app but their ambition grew to become an indispensable partner to the businesses consumers engage with, like banks, retailers, and hospitality brands. This shift required a new brand to tell Bakkt’s story and speak to the needs of businesses and their customers.
Goal
Bakkt’s magic comes from the way they bring utility to assets that traditionally are siloed or hard to use. Through Bakkt, partners can offer crypto to customers and let them use it to buy things, instead of treating it solely as an investment. Partners can reward customers in points, cash, or crypto, or pay employees in these assets. This optionality creates delightful new experiences for partners and their audiences, helping them address changing needs, build relevance, and grow their business.
Strategy
We centered Bakkt’s new strategy and identity on the connected experiences Bakkt creates by unlocking assets, building a brand that captures the delight, expertise, and momentum Bakkt brings to partners. The brand is brought to life across all touchpoints, marking a monumental moment for a forward-looking company that is evolving and guiding its partners in the future of digital commerce.
Role: Creative Director
Agency: Agenda
Team: Dan Koh (Head of Creative), David Marte (Sr. Designer), Jo Rooney (Sr. Designer), Lucia Vaughan (Sr. Designer), Scott Brower (Motion Designer), Vincent Roffers (Head of Strategy), Callie Sowinski (Associate Strategy Director), Phoebe Chen (Associate Strategist), John Kester (Digital Director), Emily Korn (Head of Client Services), Katie DiBella (Associate Director, Client Services)
Awards: ADC Awards Shortlist, iF Design Award Rebrand, Transform Awards Bronze Best visual identity from the financial services sector, American Graphic Design Award (GDUSA)