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Passkeys brand identity

Developer toolsPublic / Exodus14 / 27
Client
Passkeys · Exodus Movement (NYSE: EXOD)
Category
Developer tools · Authentication · Web3
Scope
Brand identity, positioning, messaging, tone of voice
Year
2024

Passkeys, the developer-first authentication product from Exodus, had to grow from a technical tool into an enterprise platform without losing the developers who made it.

We gave it a new idea, 'the key to building the future internet', a modernised mark and visual system, and a messaging architecture that is precise without being jargon-heavy.

Passkeys now reads as an enterprise standard with a one-tap experience. Exodus reports 400,000+ wallets created in the first month after launch.

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  • A hand holding a phone that reads 'The key to building the future internet'A hand holding a phone that reads 'The key
  • A hand holding a phone showing the line 'The key to building the future internet'A hand holding a phone showing the line
  • The Passkeys website heroThe Passkeys website hero
  • Passkeys: A web pageA web page
  • A hand holding a phone that reads 'The key to building the future internet'A hand holding a phone that reads 'The key
  • A hand holding a phone showing the line 'The key to building the future internet'A hand holding a phone showing the line
  • The Passkeys website hero: 'The one-tap pass for crypto.' over soft lilac stepsThe Passkeys website hero
  • A web page: 'The simplest way to create, pay, and move across chains' with four feature cardsA web page
  1. A hand holding a phone that reads 'The key to building the future internet'
    A hand holding a phone that reads 'The key

  2. 01 · The challenge

    The internet we have wasn't built to handle your identity. The next one will be different.

    Passkeys is part of Exodus Movement, a NYSE-listed crypto platform with over 5 million users.

  3. 02 · Strategy

    Brand ideaThe key to building the future internet.

    400,000+Wallets created in the first month after the rebrand launched

    5M+Active users on the parent platform, Exodus

  4. 03 · Identity

    A mark, a system and a one-tap feel

    The identity modernises the logomark and pairs it with a custom type hierarchy, high-contrast dark-mode interfaces and soft lilac-to-pink gradients.

  5. The Passkeys mark on white
  6. A poster in a bare hall: 'The key to building the future internet' with glass blocks falling through the air
    A poster in a bare hall
  7. A hand holding a phone showing the line 'The key to building the future internet'
    A hand holding a phone showing the line
  8. Two social cards reading 'Crypto Wallet Users Buy A Tap Safety' and 'The one-tap pass for crypto'
    Two social cards reading 'Crypto Wallet
  9. A white tote bag with a lilac gradient and the Passkeys wordmark
    A white tote bag with a lilac gradient and

  10. 04 · Messaging

    Messaging that speaks like the people who read it

    We defined the core value pillars, the product narrative, the documentation voice and the enterprise sales positioning, so the same voice runs from the homepage to the docs to a sales deck.

    1. 01The one-tap pass
    2. 02Elegantly simple
    3. 03Eliminate passwords
  11. The Passkeys website hero: 'The one-tap pass for crypto.' over soft lilac steps
    The Passkeys website hero
  12. A web page: 'The simplest way to create, pay, and move across chains' with four feature cards
    A web page

  13. 05 · In use

    The brand in the wallet

    The same system carries into the product: wallet balances, sending and marketplace views that stay simple at the tap.

  14. Two wallet screens: a $43,337.90 balance with tokens, and a Solana send flow
    Two wallet screens
  15. The Passkeys wallet on a laptop beside an NFT listing for Azuki #5814
    The Passkeys wallet on a laptop beside an
  16. Pink and lilac clouds drifting

  17. 06 · Impact & proof

    What this means if you sell to developers

    Developers trust what is precise. Passkeys shows how we reposition a technical product: say less, say it clearly, and let the brand make the complexity feel like a single tap.

  18. 07 · Deliverables

    Strategy

    Positioning, Audience and tone

    Identity

    Modernised logomark, Type hierarchy

    Voice

    Core value pillars, Product narrative

    Applied

    Website, Social

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