Martin Ehrlich
Founder · Design Director
In their own words
We arrived at something that feels futuristic and elegant, alive and restrained.
The tension between the two typefaces was clear from the very beginning.
The complexity of the grid is a clear representation of urban and city plans and their modularity.
They’ve built serious technology and they’re working with enterprise clients, but the brand still leaned on the visual language of early Web3.
We kept the fundamental form and focused on craft. The idea stays the same, but everything becomes more deliberate.
Dark backgrounds, neon accents, heavy contrast, often cyan or electric purple... it’s become a niche uniform and a bit of a cliché.
You can design something that works in Figma files, but the real test is whether it holds up in the wild.
It ensures consistency, responsiveness, and visual harmony across all applications.
The idea of taking a simple input and producing a refined, high-quality output mirrors how generative AI itself works.
It moves away from overused tech and AI clichés, instead focusing on simplicity, consistency, and a uniquely responsive system.
Articles & interviews
- Ashfall balanced institutional authority with futurism for Tekuma
Ashfall developed a new brand identity for Tekuma, an MIT spin-out urban innovation practice, balancing institutional authority with futuristic design. The system uses a restrained black-and-white palette, a vivid gradient accent, and a 3D form symbolizing Tekuma’s dual focus on credibility and forward-thinking urban design. Typography, motion, and grid systems reinforce the brand’s architectural precision and humanistic approach.
- How Ashfall Studio moved Aptos beyond typical crypto aesthetics
Ashfall Studio rebranded blockchain company Aptos to move beyond stereotypical crypto aesthetics, creating a warm, human-centered identity that retains the brand’s recognizable wave symbol. The project refined typography, color, and motion systems within a modular framework, launched at the Aptos Experience in New York. Collaborating with Motto and Evil Martians, Ashfall delivered a scalable, flexible brand ecosystem that balances technical precision with human warmth.
- Ashfall Studio Redefines FifthRow's Brand with AI-Focused Design
Ashfall Studio developed a conceptual and scalable brand identity for AI-driven consulting platform FifthRow. The design centers on a 5x5 grid inspired by a historic AI moment, with generative patterns and a responsive system that reflects the company’s technological ethos. The identity uses Matter and Aeonik Fono typefaces, a minimalist color palette, and custom procedural tools to create dynamic visuals.