prime numbers
Prime Numbers is a project within the DeFi space, where we approached visual identity as a strategic tool, not merely an aesthetic one. The goal was to build a brand capable of conveying trust, clarity and solidity in a highly technical, competitive and constantly evolving sector.
Our work began with an analysis and conceptualisation phase, in which we defined the project’s values, positioning and tone. From this foundation, we developed a corporate visual identity from scratch, conceived as a living, scalable system designed to grow alongside the brand.
As a starting point for the creation of the Prime Numbers logo, we looked for a visual symbol that could directly represent the mathematical and conceptual essence of the project. After studying the nature and behaviour of prime numbers, we drew on a theory presented by Jason Davies, based on research by Omar E. Pol into the geometric determination of prime and perfect numbers. Among other models, it describes a system of overlapping periodic curves, which generates complex visual patterns from simple mathematical principles.
From the origin of the number line, a periodic curve is drawn for each natural number. Each curve intersects that number and all of its multiples. Numbers that are intersected by only two curves —1 and themselves— are identified as prime numbers and highlighted with a thicker point. Based on this principle, we visually translated the forms generated by the interweaving of the curves and the central core representing that unique point of intersection, creating a highly symbolic logo.
The visual aesthetic of Prime Numbers emerged from the design of an NFT collection inspired by prime numbers, which became the foundation on which the brand’s entire graphic universe was developed. All the illustrations were created by hand, starting with drawings on paper and later digitised and developed in a digital environment. Each number was built through a layered system, combining number, background, flowers, lines, geometries and colour stains, generating unique pieces with different levels of complexity.
This illustrated language laid the foundations for the overall visual style, which was later extended to social media communication and the rest of the brand applications, consolidating a highly distinctive, recognisable and consistent identity.
Based on this system, we designed the website, integrating all the visual elements into a clear, structured experience aligned with the project’s values. The website acts as a central communication hub, reflecting both the technical solidity and the visual identity of Prime Numbers.
The project was completed with the development of corporate stationery and graphic pieces, as well as a range of application designs that reinforced the consistency of the visual system across every touchpoint.
As part of the expansion of the brand universe, we developed a merchandising proposal, exploring how the identity could be brought to life across physical and lifestyle-related formats. Among these pieces, we even designed a cycling jersey, connected to the personality of the company’s CEO, a passionate cyclist who actively competes, bringing the brand into a more human and experiential space.
In addition, the art direction guided the entire development of the project, ensuring consistency in every visual decision. This approach allowed us to maintain a strong and cohesive aesthetic across all applications, from digital elements to physical formats.
We also worked on the creation of visual and creative content for social media, as well as on the development of specific materials for projects derived from the ecosystem. We designed identities, imagery and formats for Prime Number Finance, focused on decentralised finance, and Primeport, an NFT marketplace, ensuring consistency with the parent brand while giving each project its own personality.
The result is a robust, recognisable and strategic brand that demonstrates how a well-built identity can become a key tool for generating trust, standing out and growing within complex technological and financial sectors.
