Brand Identity For A Web3 Gaming Platform
A Web3 brand ditched tech jargon—and hired a goblin instead.
Koto reimagined MARBLEX, a blockchain gaming brand founded by Netmarble, by shifting its focus from technical complexity to playful experience. Introducing 'Goby', a mischievous goblin mascot, the new identity brought color, character, and joy to Web3 gaming, transforming the brand into a vibrant and engaging ecosystem. The rebrand helped MARBLEX reconnect with its community and stand out in the blockchain gaming space.
Insights
- Client: MARBLEX, a blockchain gaming brand founded by Netmarble, needed differentiation in the Web3 gaming space.
- Studio Koto reframed the brand from “technical complexity” toward a “playful experience,” using identity design to reduce perceived intimidation around blockchain.
- A character-led system anchored the rebrand: 'Goby,' a mischievous goblin mascot, introduced personality and narrative into the ecosystem.
- The visual direction emphasized “color, character, and joy” while staying “futuristic” and “immersive,” aligning entertainment expectations with Web3 mechanics.
- Outcome focus: the new identity helped MARBLEX reconnect with its community and stand out as a vibrant, engaging Web3 gaming ecosystem.
