smlXL
DIA• Date added
• Date added
smlXL is a technology start-up dedicated to enhancing transparency, utility, and accessibility in public computing within the blockchain space.
New York and Chamonix-based branding and graphic design studio DIA developed a generative design system inspired by the name smlXL, and crafted a dynamic visual language that encapsulates the essence of the technology start-up.
Client
smlXL
Year
2022
Managing Director
Meg Donohoe
Creative Director
Mitchell Paone
Art Director
Daniel Wenzel
Typefaces in Use
The name "smlXL" sparked exciting visual concepts, allowing DIA to depict scale, exponential growth, and momentum playfully, using only the five characters – smlXL. Starting with a motion behaviour, the studio crafted a custom tool to ensure efficiency, consistency, and control. The tool empowers capabilities such as importing images, video, and live cameras, providing flexibility in exporting a variety of formats suitable for both digital and print applications.
DIA
DIA is a branding and graphic design studio specialising in kinetic identities and typographic systems. With headquarters in NYC and Chamonix, France, the studio has developed a new approach to designing identity systems where motion is foundational, and creative tools always accompany brand guidelines. The generative tools and autonomous design systems employed by DIA empower internal teams and simplify oversight.
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