Brand Design Lead @ 0G, April 2025 - Present.
Overview
0G is an AI-native blockchain protocol building modular infrastructure for decentralized intelligence. I joined 0G Labs as the company’s brand design lead to build and define its visual identity — from the core brand system and design guide, to motion, web, and campaign work.
Because 0G manages several interconnected projects, I was also asked to support and lead design direction across other initiatives, including the 0G Foundation website and brand refresh. Balancing different brands and audiences was both challenging and rewarding, and it shaped how I approached design systems, collaboration, and creative direction.
The 0G Labs brand centers on intelligence, elegance, and clarity — built to feel consistent, confident, and open enough for experimentation and future growth.
This position has been difficult and challenging — but worth it.
Building a Brand Mid-Flight
When I joined 0G, the company was in the middle of a complete rebrand. The new website was still being built by an external agency, and the visual system wasn’t yet defined. I had to continue producing marketing and community graphics in the old style while simultaneously shaping the new one.
I began with the core brand elements — five purple tones with black, white, and gray — along with a few early assets from the agency, including isometric illustrations and a soft grid used on the website. From there, I developed secondary accent colors, refined the grid for broader use, and expanded the design system to include layout, motion, and visual behavior standards.
The site direction originally leaned into 3D illustration, which is common in our industry, but I intentionally pushed the general 0G look toward something more distinct — emphasizing clarity, light, and subtle dimensionality instead of full 3D scenes.
This process culminated in the 2025 0G Brand Guide — a foundation that defined logo behavior, typography, color logic, motion principles, and creative tone.
Brand System
The brand system was built to make 0G’s visuals feel unified across teams while staying flexible enough for anyone to build on, whether they’re a designer or not.
For new designers, it creates clear guardrails and removes the “where do I start?” feeling of joining a new company. For more senior designers, it acts as a launchpad so they can have a place to push ideas further while staying true to the 0G core.
The visual identity reflects 0G’s traits: intelligent, elegant, and weightless. It balances technical precision with a sense of creative cool, expressing clarity and confidence without ever feeling heavy or loud.
• Typography: Regola Pro and Geist Mono
• Color System: Built on a five-tone purple core supported black, white, and gray, with accent colors (Zero Pink and Gravity Blue) that add contrast and energy
• Grid & Layout: The soft grid system provides structure and balance
• Tone & Emotion: Each design should feel spacious, confident, and consistent but never rigid, always leaving room for creative expression
Digital & Motion Design
I created and directed visuals across 0G’s digital ecosystem to make sure the brand moved, behaved, and communicated in the right way.
• Designed motion and visual assets across product, social, and campaign channels
• Created launch graphics, social templates, and event visuals
• Directed short-form videos and partner content to keep the brand moving and alive
• Created launch graphics, social templates, and event visuals
• Directed short-form videos and partner content to keep the brand moving and alive
I also collaborated with external agencies, providing creative direction, scripts, and visual guidelines to ensure every piece aligned with 0G’s tone.
0G Foundation: Website & Brand Design
As 0G Labs was undergoing a rebrand, so was the notion that 0G Foundation should, as well. We couldn't do the development in-house (everybody had a lot on their plates), so I led the creative direction and co-designed the 0G Foundation website with an agency team, setting the visual direction and making sure it tied back to the core 0G identity while still standing on its own. In line with a refreshed website and overall look, I created a new logo, social profiles, and visual templates.
The Foundation’s look takes cues from 0G Labs but keeps things simpler — more white space, higher contrast, and smooth motion. I used soft gradients, clear hierarchy, and simple 3D shapes. It’s designed to communicate clearly without losing 0G’s cool, minimal feel.
I handled art direction across everything — from iconography and color to motion and button behavior — to keep it consistent with the larger 0G look, but with a cleaner, more direct tone that fit the Foundation’s purpose.
We're still adding content, but you can see the progress so far here.
Early design concepts
Event Focus: KBW
0G was present at numerous events around the world, and I designed the look and feel of 0G at each. For Korea Blockchain Week 2025, I wanted 0G's presence to be fun and exciting. We were a main sponsor and also hosted multiple events, so we wanted to merge 0G's brand, motion, and physical design into a unified experience across them all.
This included:
• Booth and environmental graphics
• Custom videos and animated partner intros
• Event-specific graphics, posters, and signage
• A full merch suite (shirts, hats, pins, eye masks, privacy covers)
• Branded animations and partner visuals
• Custom videos and animated partner intros
• Event-specific graphics, posters, and signage
• A full merch suite (shirts, hats, pins, eye masks, privacy covers)
• Branded animations and partner visuals
Here are a few of those creations.
Process, Exploration, & Panda
The design process at 0G has been highly iterative. I worked closely with our CMO, refining templates through rounds of feedback while having the freedom to experiment. One of the most defining parts of that process was re-creating the 0G panda mascot — exploring a new visual style that initially sparked hesitation but eventually became a team favorite and a central expression of the brand.
I used Pinterest, FigJam with my teammates, and AI tools like ChatGPT, Flux Playground, and Grok to ideate and prototype new ways to express 0G’s visual identity through light, shape, motion, and texture.
0G’s brand is intentionally open-ended and built to evolve. The system is meant to give new designers and community creators the freedom to experiment and play, as long as they respect the 0G name.
