IOTA Foundation
Repositioning
To communicate IOTA’s reinvention, I was part of the team responsible for repositioning and rebranding IOTA. My primary focus was the complete revamp of the website. To create greater clarity and focus, we decided to split the content into two separate websites: one dedicated to IOTA’s technology and the other to the IOTA Foundation.
The foundation site focuses solely on purpose and vision, regulatory work, research, team, and careers. This restructuring streamlined content and navigation while leveraging a multi-brand design and component system shared across three websites. Each site maintains a unique theme and brand positioning, ensuring consistency while highlighting its distinct identity.
Credit: UI: Aleksa Krstic, Motion: Igor R Nilsen, Graphics: Bohdan Yemchuk, Art Direction: Sabri Goldberg
The brand film
The half minute version of the repositioning, made to open the site and to travel on its own.
A second site, on purpose
Technology and foundation were competing for the same pages. Splitting them gave each a clear job, and this one is about purpose, research, regulation and the people.
Its own voice, the same system
A lighter palette and a flatter illustration style separate the foundation from the technology brand, while the components underneath are shared across all three sites.
Where the technology lands
Focus areas replaced feature lists. Each one names an industry and a real use case, which is what regulators and partners come here to find.
The research stays, it just moved
Years of protocol research were the old site's centre of gravity. Here it has a proper home without standing between a builder and a product.
Proof rather than promise
Named partners and funded projects do the arguing. It is the most credible material the organisation has, and it was buried before.
People and programmes
A foundation is judged by who is in it and what it has delivered. Both got their own space in the new structure.