Polkadot. A community-driven brand that is built to evolve. The Polkadot rebrand was based on one central goal: To not just create a static brand but to ignite a movement where every community member feels empowered to shape the narrative and future of Polkadot.

Polkadot represents the forefront of decentralized network technology, shaping the construction and collaboration of blockchains. Initiated by Gavin Wood, a co-founder of Ethereum, its creation addresses the hurdles anticipated in a Web3 era.

In collaboration with the Polkadot community, our goal was to reinvent the brand in a way that empowers the community to embody and promote Web3’s vision through Polkadot. This approach led us to develop versatile branding tools instead of rigid guidelines, fostering unity yet embracing diversity. To embody this decentralized ethos in a tangible brand identity, we ensured it resonates with the core values of flexibility, interoperability, and evolution that Polkadot champions.




Koto Studio, Berlin

My roles

Generative Design Consulting Development of the generative design system Development of interactive technologies Programming and technical implementation of the entire project Additional concepts


Interactive branding toolkit Dynamic brand assets for digital & print Web-experience Social media graphics Motion graphics

Generative design allowed us to create a brand that was not only inclusive but also capable of growing and transforming in response to the needs and creativity of the Polkadot community. It was the best solution because it mirrored the very essence of what Polkadot stands for: innovation, flexibility, and collective development.

Without a conventional team, our strategy involved engaging with network participants to formulate the brand identity. Generative design stood out as our go-to strategy, perfectly matching Polkadot’s decentralized spirit. It’s about more than aesthetics—it’s a call to action for community collaboration, ensuring the brand remains as dynamic and innovative as its technology.

By leveraging generative design, we provided the Polkadot community with a toolkit for creative expression, ensuring the brand could adapt and grow alongside the blockchain technology it represents. This approach allowed for a brand identity that was both cohesive and diverse, reflecting the unique contributions of each community member. Partnering with other entities within the Polkadot ecosystem, we embarked on ‘Bounties,’ creative projects that resulted in tangible assets. These resources empower the community to craft their own narratives through social media posts, avatars, and merchandise.

With Polkadot operating without a traditional team structure, we engaged directly with network participants to sculpt the brand identity. Our initial step involved proposing our vision on the blockchain for community feedback. Following endorsement by the council and financial backing from the Polkadot treasury, we assembled a curator team to guide the branding journey. This collaborative process culminated in the community casting votes on two proposed creative directions, ensuring widespread engagement yet steering clear of a too-many-cooks scenario.

During development, we honed the brand elements and introduced a symbol that captures the essence of Polkadot’s technology—the Relay Chain, which underpins its features of adaptability, interoperability, and endless upgrades. The core idea behind our approach was to embody the decentralized and collaborative spirit of Polkadot, ensuring that the brand itself is a reflection of these principles. We chose a generative design strategy as the optimal solution to this challenge. This approach was not just about creating a brand identity but about establishing a dynamic, evolving system that could adapt with the community and technology.