We rejected the traditional agency model where strategy is “completed” before creative begins, and where one AOR lays every brick. Instead, Black Math and Heretic operated as a unified creative engine.

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By testing high-craft creative in real time, we let what resonated with the community define Aleo’s visual language. This iterative search for visual language felt disruptive (much like Aleo’s technology) and gave the brand a distinct, strong visual point of view.

Aleo didn’t want to look like every other “disruptive” blockchain company, because disruptive had already become a cliché. We leaned into a sleek but gritty retro-futurism and early internet aesthetic, grounded in a refined design foundation that felt distinct and forward looking.

Aleo’s audience isn’t a monolith, so we built a content system that could flex.

We created a vast ecosystem of unique, artful assets, from high-fidelity technical explainers to “blink-and-you-miss-it” social grit. We wanted to ensure that the brand hit different personas while remaining anchored to a singular, unmistakable point of view.

A playable game built on the Aleo blockchain turned zero-knowledge proofs into an interactive brand experience. It made the technology tangible while serving as both education and marketing in a single moment

With a clearer story and stronger visual system, Aleo began to attract real attention. Working with Instrument, we rolled out the new identity through a targeted go-to-market strategy that turned Aleo into a developer ecosystem people wanted to engage with.