SOROS
Designing trust for decentralized commerce.
As cryptocurrency moves toward everyday use, the barrier is no longer technology. It is trust.
While the infrastructure has matured, mainstream adoption remains held back by complexity, skepticism, and a lack of confidence in systems that feel abstract and unfamiliar.
SOROS set out to build a decentralized e-commerce marketplace for global commerce, but the challenge was clear: success would not come from explaining blockchain. It would come from making it disappear.
For the platform to scale, the brand needed to feel legible, credible, and inevitable. Decentralized infrastructure had to be translated into an experience people could immediately understand and trust, without asking them to become experts along the way.
New Studio partnered with SOROS from inception, shaping the name, positioning, identity, and product in parallel. Guided by a simple belief that commerce should move beyond boundaries, the work focused on creating clarity in an emerging category, balancing credibility with innovation, and grounding advanced technology in a human experience.
The resulting brand system is deliberately restrained. A circular, vault-like mark signals security and flow. A disciplined black-and-white palette is punctuated with selective color. A modular design system is built to perform across digital interfaces, physical touchpoints, and operational environments.
Beyond visual identity, the work extended into digital and product development, aligning brand strategy with UX, marketplace architecture, and launch readiness. SOROS launched with a cohesive foundation that positions it not as a speculative crypto product, but as a credible alternative to legacy e-commerce, built to scale as global commerce evolves.
Full case study coming soon.
Pathways
- Creation
Sector
- Technology
Scope
- Brand Strategy
- Naming
- Brand Identity
- Logo
- Guidelines
- Product Design
- Digital Experience
- Design Systems
- Web
- Engineering
Partner
- Jonathan Lin
- Kyrylo Orlov
Team
- Renata Dominguez
- Ismaeel Akram
Year
- 2026
Today’s commerce has become increasingly global.
Inspired by the jet turbine, the brand symbol reflects speed, progress, and commerce at global scale.
Symbol
Wordmark
Logo
Aeonik, designed by CoType Foundry, provides a consistent typographic foundation, reinforcing legibility and credibility across every application.
Derived from the logomark, the blade form becomes a scalable pattern, embedding the symbol’s sense of motion into various touchpoints.
The logo identity works across every stage of commerce, from freight vehicles to delivery packaging to corporate presence.
A coming-soon installation extends the brand into the physical environment.
A restrained purple gradient is introduced for digital environments, marking moments of innovation and progress.
The brand extends into a structured digital system, supporting SOROS’ mobile and web marketplace from interface to interaction.
Next Project
Utica Public Library
