Services

Market Research
Brand Strategy
Visual identity
Website
Global Brand Rollout
Strategic Messaging
Go-to-Market Strategy

Project Team

Anagha Narayanan
Ashley Maguire
Brad Feeser
Carrie Mariani
Christie Ha
Eve Smith Davies
Jee Chang 
Maggie Carr
Rachel Flahive
Sania Saleh
Sisley Wang
Sneha Sankar

Unlocking blockchain adoption with real privacy

The ask

Create the breakthrough brand that everyone in crypto has been waiting for

Over its 9-year history, Aztec’s raised over $100M in an a16z-led Series B; invented the PlonK cryptographic protocol; and wrote the Noir programming language.

Its groundbreaking native privacy is poised to transform the crypto landscape—finally making it safe for mainstream organizations (like banks and governments) to go on-chain.

Ahead of its highly anticipated mainnet launch, Aztec partnered with UME to reposition and redesign the brand for its next era.

The Strategy

Start the next renaissance

To position Aztec, UME doubled down on what Aztec uniquely delivers: real privacy.

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But the spirit of the brand is about what Aztec unlocks: a new era of code, culture and commerce. Using Aztec, builders can create projects that have never been seen before—enabling a rapid evolution in creativity and human potential.

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In other words, Aztec is starting a renaissance.

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Breaking from a sea of black and white minimalism, UME developed a lush, layered identity—honoring the patrons and builders of past renaissance eras; nodding to the freedom of early crypto; and creating the space for the limitless future ahead.

We retained the bones of the Aztec symbol as a tribute to its early days.

Alternating protective layers and open spaces symbolize cryptographic privacy and permissionless building.

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The mark also represents a central plaza where communities gather to exchange ideas.

The Impact

Stoking brand engagement ahead of mainnet

The brand relaunch far exceeded engagement goals.

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@aztecnetwork gained over 1,200 new followers in the 48 hours following the launch, and saw a 50% increase in engagement (with 95% positive sentiment).

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aztec.network received 500% more traffic over average – and most importantly, a 35% increase in average time on page.

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Over 3,000+ community members joined the town hall immediately following the brand announcement: Aztec's largest townhall to date.

“UME rapidly understood—and cared about—our unique culture, mission, and tech.

They integrated this knowledge into a brand strategy and aesthetic that was bold, compelling, and authentic.
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Going into this process, I honestly had low expectations of what branding can do. I never imagined our brand could be this unique and meaningful."

Zac Williamson

Co-Founder and CEO
Aztec Labs

Services

Project Team

Unlocking blockchain adoption with real privacy

Create the breakthrough brand that everyone in crypto has been waiting for

Start the next renaissance

Website design: a subversive symphony

Stoking brand engagement ahead of mainnet

“UME rapidly understood—and cared about—our unique culture, mission, and tech.

Ready to launch? Let’s connect.

Certified M/WBE

Services

Project Team

Unlocking blockchain adoption with real privacy

Create the breakthrough brand that everyone in crypto has been waiting for

Start the next renaissance

Website design: a subversive symphony

Stoking brand engagement ahead of mainnet

“UME rapidly understood—and cared about—our unique culture, mission, and tech.

Sia

Mina

Ready to launch? Let’s connect.

Certified M/WBE

Create the breakthrough brand that everyone in crypto has been waiting for