Guided by the themes of exploration and discovery, I concluded that the ideal name for the app would be after a celebrated explorer. While figures like Amundsen or Magellan came to mind, I wanted to avoid an overly common choice.

Since the product is based in the UK, I decided to focus on British explorers. Among them, Alfred Russel Wallace stood out as the ideal choice. Not only is he considered the father of biogeography, making him a perfect fit for the app's concept, but his name also shares a root with the word "wallet," adding a touch of serendipity to the selection.

Consistent with the theme of explorers and pioneers, the Wallace wordmark is a stylized and simplified rendition of Wim Crouwel's Oldenburg alphabet, created in the late 1960s.

Crouwel (1928-2019) was a Dutch graphic designer and typographer. Revered as one of the pioneers of modern typography, his experimental work from the 1960s and 1970s continues to hold relevance and influence in the design world today.

At the core of Wallace's branding lies a unique visual resource: collage compositions. These captivating designs playfully juxtapose the concepts of exploration and blockchain.

By seamlessly merging photographs of landscapes with the graphic elements of blockchain data charts, Wallace creates a striking visual language that embodies its dual identity.

The art direction strikes a sophisticated balance between modern aesthetics and enduring elegance. Every visual element is meticulously curated to evoke refinement and a spirit of innovation.

The colour palette seamlessly integrates gradient combinatios, serving as its distinctive element and present in a multitude of executions along the branding.

Wallace's brand executions are diverse, catering to both textual and visual elements. Some designs lean heavily on text, conveying information effectively, while others rely on captivating visuals to communicate ideas.