Mercuryo is a B2B company with more than 500 partners, so partner marketing is one of the most important areas of its communications. A hardworking sales team brought in new deals almost every week. Sometimes this meant a short announcement that Mercuryo's products were now available in a new app, and sometimes a large-scale special project with new feature releases that needed broader coverage. The main challenge was to bring in elements of the partner's identity while preserving Mercuryo's own. Web3 moves fast, and the volume of new partnerships and other news is always high, so a themed news feed on X or LinkedIn is often full of visual noise. Staying noticeable and recognizable in it is a non-trivial task.
The main tool of visual expression in Mercuryo's communications is a set of 3D icons with a distinctive concrete texture. They are used everywhere, from blog article covers to email newsletters. They often play on a metaphor or a news topic, so generating new icons in the established style was a constant process. The base set and style of the icons were created by Mercuryo's in-house motion/3D designer, Ilya Chernikov. Building on it, I generated new ones using tools such as Google Nano Banana, ChatGPT Images, and Exactly.ai, then refined them and fixed flaws in Photoshop.
Covers and content for the corporate blog are another important communication format. The blog is B2C-oriented and explains complex crypto and web3 concepts in accessible language, such as account abstraction or real-world asset tokenization, so the visual language of the covers also needs to be metaphorical and friendly. I created several templates that kept the blog pages visually consistent. For each article, I generated new 3D assets for the specific topic and produced several cover options, from which the art director made the final choice. The articles' internal content consisted mainly of infographics and other editorial elements.
Internal communications aimed at company employees were a separate area of work. One example is a set of 14 Valentine's Day cards that were sent anonymously through a Slack bot. Here, various metaphors are played out graphically using an extended brand palette. In another series, illustrations for different holidays are also vector-based but more abstract: simple lines in two colors form familiar images of a Thanksgiving pumpkin, a Chinese lantern, and Easter eggs. These series show a graphic concept different from the 3D icons and expand the brand's range of communication techniques.
Art direction
Asya Aleshina
Tina Kikvadze
Creative direction
Anna Katsur