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Identity for a discreet Bitcoin marketplace

The Vexl app open on a phone, set against dark stone blocks with vexl logo coasters.

2023–2025

  • Visual Identity
  • Graphic Design
  • Art Direction
  • Packaging Print Design
  • Motion Design

Vexl is a mobile app for trading bitcoin the way it was intended: peer-to-peer, within your own community, no KYC. Which posed a rare brand problem — a brand's job is to be recognized, but this product's job is to keep its users unrecognized. The identity had to do both at once.

The Problem

The answer became the brand idea: Discreet Bitcoin. A symbol of dark glasses — anonymity worn as a badge, not hidden as a flaw. And the mechanic that carries it: every user gets a randomly generated avatar and nickname, revealing their identity only when they choose. The identity doesn't just decorate the product's privacy promise; it performs it. Underneath, a voice with conviction: "Bitcoin has been in the hands of institutions for far too long. We want to make it accessible to everyone again."

A field of abstract avatar faces in dark glasses, built from geometric shapes.
The vexl wordmark, centred on black.
“Discreet Bitcoin” set in heavy type on Vexl yellow.
A pair of round black sunglasses — the brand's central symbol.
A grid of six privacy and messaging icons in the Vexl illustration style.
Panel: a randomly generated avatar and nickname is assigned to each user until they choose to reveal their identity.
Nine randomly generated user avatars with nicknames — Totorosu, Nuseshi, Takehiro and others.
The Vexl monogram — a geometric V holding a sunglasses avatar.
Panel: as the brand's cohesive voice and guide in the app, a brand device enhances memorability.
Panel: adaptive illustration supports recognition while evoking connection and privacy.
A dense composition of geometric avatar faces in dark glasses.
A long row of generated user avatars on black, showing the range of the avatar system.
Line-drawn character illustrations in the Vexl style, on black.
The Vexl app icon — sunglasses on a yellow rounded square.
The Vexl Buy/Sell screen on a phone, on yellow.
Several Vexl app screens — offers, chats and a user's own offer.
Vexl chat screens showing peer offers and a "Let's reveal identities" prompt.
Illustrated "Buying Bitcoin" and "Selling Bitcoin" offer bubbles with an avatar.
“Give love” — a heart raining Bitcoin coins, inviting donations to support Vexl.
A Vexl in-app tip card: you can re-request declined offers again after one day.

This creative journey resulted in a distinctive visual identity that cut through the clutter of generic crypto projects. Vexl is now the go-to app for P2P Bitcoin trading, boasting over 9,000 local users and expanding globally. The result of the process was not only an identity that clearly communicates brand attributes. As a result, the Vexl brand became recognized among die-hard supporters of the original Bitcoin philosophy and the project is growing globally.

Credits

Ondrej Dostal
Product Design
Lea Patrasova
Product Management
Identity for a secure chip design producer