Hola Metaverso: brand identity

The brief

Hola Metaverso runs events and education that bring Spanish speakers into Web3. The brief was an identity, and the constraint arrived attached to it: it had to read as a community before it read as a crypto project.

That is harder than it sounds. Web3 branding had converged on one look by then. Black backgrounds, neon gradients, chrome, a typeface that suggests a spaceship. It signals “we are early” and almost nothing else, and it signals it in a register that a first-time attendee finds cold.

What I made

I built the mark around the greeting rather than around the technology. “Hola” is the part of the name doing the work: it is an invitation, and it is the same word whether someone arrived from Bogota or from a Discord server. The wordmark leads with warmth in the letterforms, rounded terminals and a wide, unhurried set, and it stays legible at the size a name badge and a livestream lower third actually get.

The palette is saturated and daylit, picked so that photography from a real room full of people sits inside the brand instead of fighting it. No gradients anywhere. A gradient looks fine on a launch poster and falls apart on a printed lanyard, a sticker and a projected slide, which is where this brand mostly lives.