Trust Wallet is one of the world's leading Web3 wallets.
In a fast-moving, increasingly competitive marketplace where others had already been quick to move their brands into a narrative-led space, they needed a revamped brand built on a solid strategy to build brand awareness, salience, and loyalty.
In order to onboard the next 60 million users, the brand had to be flexible to change and lean towards the aspirational, going beyond the focus on tech to speak to the utility it offered.
CHALLENGES
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Unclear communication of the product's value and utility
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No internal alignment on value proposition
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Outdated brand lacking differentiation
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Low brand recognition due to a tech-focused marketing approach
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Undefined competitive wedgeHigh barriers to entry for community growth
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Inflexible brand architecture, limiting ability to scale product offerings
SOLUTIONS
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Enhance brand awareness and recognition through rebranding, omni-channel product marketing, and compelling PR storytelling
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Create a value proposition document to guide and align all comms, drawing out Trust Wallet's USPs versus competitors
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Boost brand stickiness and retention by creating a Tone of Voice guide that helps to simplify the language used and makes communication across touchpoints more relatable
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Keep the core community engaged with a refreshed brand experience that better reflects the culture and ideals of Web3
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Create a flexible brand architecture to allow the brand to grow organically, able to flex with the future of the company & industry
BRAND DEVELOPMENT
A new brand identity was developed in-house, working closely with the leadership team to define the brand strategy and tone of voice. These foundations guided collaboration with a creative agency to build a new visual identity. The creative concept centred on the updated company purpose, “Freedom Foundations,” highlighting the inclusivity of Web3 services and infrastructure — a theme carried through the entire design system.
The result was a complete transformation: a distinctive wordmark, custom hand-drawn illustrations, a refreshed website, and updates to the Trust Wallet app for a consistent user experience. The new identity adopted a bold duo-colour palette and refined aesthetic, positioning Trust Wallet as a modern, memorable brand. The word “Wallet” was also removed from the mark, creating space for future product lines beyond the Web3 wallet and aligning with the company’s ten-year vision.
