The Chainsaw

Client: The Chainsaw

Project: The Chainsaw Brand ID and website design

Scope: Art Direction and Design 

I created The Chainsaw’s brand identity, translating Web3’s abstract concepts into relatable content. The experimental brand ID captures Web3’s unpredictability, combining real-world images with virtual elements like glitches, pixels, and the uncanny valley. It bridges the gap between the virtual and real world, turning abstract ideas like blockchain into Business and Tech, and NFTs into Culture and Entertainment.

To achieve this I developed a simple design ethos: focus on one idea at a time, use relatable metaphors, and incorporate a virtual aesthetic. Clarity is always prioritised using grids, layouts, and bold typography.