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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

  • Brand Identity
  • App Interface
  • Visual Language

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.

A field of abstract avatar faces in dark glasses, built from geometric shapes.

Visual Identity

The brand turns the idea of Discreet Bitcoin into a visual system that feels instantly recognizable without revealing too much. The wordmark, dark-glasses symbol and randomly generated avatars create a distinctive language built around anonymity, individuality and connection. A bold typographic voice is balanced by a flexible illustration system, allowing the identity to move from expressive compositions to subtle product moments while always reading as Vexl.

The vexl wordmark, centred on black.
A type specimen on Vexl yellow — “Discreet Bitcoin” in Monument Extended, with the TT Hoves body voice.
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.

App Interface

The identity continues directly into the product, where privacy becomes part of the interaction rather than just a visual message. Avatars and nicknames keep users discreet by default, while the interface makes the decision to reveal identities an intentional moment between two people. Across offers, conversations and supporting moments, the visual language gives the app a clear personality while keeping the experience simple, human and focused on peer-to-peer exchange.

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 almost 20,000 users. More than clearly communicating brand attributes, the identity made Vexl recognized among die-hard supporters of the original Bitcoin philosophy — and the project is growing globally.

Credits

Ondrej Dostal
Product Design
Lea Petrasova
Product Management
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