A rebrand developed by Kit Studio moves the regulated platform from a traditional crypto aesthetic to an assured financial services identity, underlining its credibility in the digital asset sector.
London-based creative agency, Kit Studio, has launched a new brand identity and website for MidChains, a regulated platform enabling the movement of money between traditional currencies and digital assets.
The new identity is built around a concept of credibility and making the intangible, tangible. The logo mark is an abstract ‘m’ made up of three coins. The same idea drives the website’s hero motion visual, where bespoke 3D coins with a frosted glass finish move fluidly with the cursor to simulate the ease of money movement. The coin shape also informs the wider design kit, including 50 custom icons as well as isometric illustrations.
Chris Bounds, Creative Partner at Kit Studio said, “Crypto is now a pillar of the financial services industry; it no longer needs to look ‘new’. Our single- minded goal was to reflect the true, frictionless nature of the business.”
Chris Bounds, Creative Partner at Kit Studio said, “Crypto is now a pillar of the financial services industry; it no longer needs to look ‘new’. Our single- minded goal was to reflect the true, frictionless nature of the business.”
The website redesign moves MidChains from start-up feel to enterprise-level business with a minimal interface that makes the experience clear and sophisticated. Imagery of the people behind MidChains, alongside quotes from its founders and backers, puts faces and voices to the business.
A minimal, green, white, grey and black palette not only sets MidChains apart from futuristic black and neon crypto tropes but also distinguishes the company in a financial landscape where blue is common. The tone of voice echoes this approach, using modern banking language to align with other financial institutions but adding a touch of panache to set it apart, most notably in the key headline: ‘Money talks. We make it move.’
The Kit Studio team concepted and delivered the project in under eight weeks. Senior Digital Designer Rosie Guy, believes that developing digital alongside brand and copy created a stronger design system. “Working in tandem means that the brand is practical and immediately usable ‒ the digital output informs where the brand needs to flex.”
Source: Kit Studio
Kit Studio brings contemporary clarity to crypto with a rebrand and digital experience for MidChains added by newsroom on November 4, 2026
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