Altr

Melbourne-based agency Love + Money designed the identity and website of Altr, using Kaftan Serif by Victor Bartis and Söhne (incl. Söhne Mono) by Klim Type Foundry.

From Poppy Thaxter’s review for The Brand Identity:

From ‘decentralised autonomous organisation’ Lucidao, Altr is the world’s first luxury collectable marketplace transacted on the blockchain; aiming to bridge the gap between the physical and digital luxury spaces. Being the first of its kind, it was in need of a showstopping identity; courtesy of international digital creative agency Love + Money. […]

[Creative Director Danny Pemberton comments:] “Altr allows collectors to move their assets between the physical and digital worlds – in a very real sense, upping the ante on the traditional idea of financial liquidity. For this reason, liquidity was the central direction of the brand’s 3D imagery giving a moment of twilight where it’s perhaps not immediately clear if what you’re looking at is analogue or digital.”

Altr’s running theme of fluidity also extends into the colour selection. “What does a real-life Ferrari look like if it’s been converted into a digital token?” Pemberton asks. “We started playing with light and dark palettes as a way of representing these two states, and then our friends at someform took these explorations to another level with their 3D work.

Söhne was chosen for the headline and body text for its well-cut, classic and versatile qualities, with the logomark set in Kaftan Serif, perfectly suited with its fluid letterforms.