Poseidon
Branding the future of decentralized intelligence
Category;
Blockchain
Role;
Brand Designer
Deliverables;
Logo, Brand Toolkit, Website
Overview
Poseidon is a decentralized data layer built for the next wave of AI backed by a $15M seed round from a16z. As the internet reaches the limits of what can be scraped, Poseidon emerges as a full-stack, decentralized data layer designed to unlock the most overlooked form of IP: real-world data. Whether it’s whispered speech, hand gestures folding laundry, or stereo video from cluttered homes, Poseidon turns data from the physical world into structured, shareable, and legally usable assets for AI developers. Built on Story’s licensing infrastructure, Poseidon makes this data usable at scale: structured, rights-clear, and incentivized. Contributors retain ownership. Developers get clarity. And every file carries its terms, provenance, and value.
Impact
As the brand designer behind Poseidon's identity, I collaborated with the art director to craft a visual and narrative system that made a deeply technical product feel human, intelligent, and interconnected. Working across brand, logo, and website, I translated the complexity of decentralized real-world data into a cohesive design language that communicated trust, clarity, and possibility. The brand helped position Poseidon not just as infrastructure, but as a living network — making it easier for contributors, developers, and partners to understand its value and engage with its mission from day one.
HOW MIGHT WE
HOW MIGHT WE
How might we visually and interactively represent the idea of decentralized data becoming composable, structured, and alive?
How might we visually and interactively represent the idea of decentralized data becoming composable, structured, and alive?
Solution
We anchored Poseidon's brand in a core metaphor: many small signals forming one intelligent whole. This concept came to life through a design system built around a shifting grid; one where soft, circular forms fade in and out of focus, and where moments of alignment create radiant connection points.
The logo itself reflects this principle: a composed, minimal wordmark paired with a distinct, trident-like symbol that hints at emergence, energy, and constellation. It acts as a visual beacon — marking the points where data, people, and systems come into sync.
We kept the color palette basic and bold — just black and white, signal and void — so the space feels open and neutral, ready for data to move and connect. The motion system is also designed to make Poseidon feel alive, not just collecting data but also surfacing meaning from the messy, distributed world around us.
Poseidon
Branding the future of decentralized intelligence
Drain
A mobile application for breast cancer patients to log and care for their drain.
Drain
A mobile application for breast cancer patients to log and care for their drain.
Key learnings
Anchoring the abstract ⚓
Branding an abstract product like decentralized data infrastructure pushed me to constantly ground ideas in metaphors. It sharpened my ability to make the invisible feel intuitive and evocative.
Getting feedback early 💬
Gathering feedback early from engineers and the builders of the project was key — it helped ensure the brand resonated authentically with its core audience and reflected the project’s impact.
Impact
As the brand designer behind Poseidon's identity, I crafted a visual and narrative system that made a deeply technical product feel human, intelligent, and interconnected. Working across brand, logo, and website, I translated the complexity of decentralized real-world data into a cohesive design language that communicated trust, clarity, and possibility. The brand helped position Poseidon not just as infrastructure, but as a living network — making it easier for contributors, developers, and partners to understand its value and engage with its mission from day one.
Key Learnings
Anchoring the abstract ⚓
Branding an abstract product like decentralized data infrastructure pushed me to constantly ground ideas in metaphors. It sharpened my ability to make the invisible feel intuitive and evocative.
Getting feedback early 💬
Gathering feedback early from engineers and the builders of the project was key — it helped ensure the brand resonated authentically with its core audience and reflected the project’s impact.
Solution
We anchored Poseidon's brand in a core metaphor: many small signals forming one intelligent whole. This concept came to life through a design system built around a shifting grid; one where soft, circular forms fade in and out of focus, and where moments of alignment create radiant connection points.
The logo itself reflects this principle: a composed, minimal wordmark paired with a distinct, trident-like symbol that hints at emergence, energy, and constellation. It acts as a visual beacon — marking the points where data, people, and systems come into sync.
We kept the color palette basic and bold — just black and white, signal and void — so the space feels open and neutral, ready for data to move and connect. The motion system is also designed to make Poseidon feel alive, not just collecting data but also surfacing meaning from the messy, distributed world around us.
Overview
Poseidon is a decentralized data layer built for the next wave of AI backed by a $15M seed round from a16z. As the internet reaches the limits of what can be scraped, Poseidon emerges as a full-stack, decentralized data layer designed to unlock the most overlooked form of IP: real-world data. Whether it’s whispered speech, hand gestures folding laundry, or stereo video from cluttered homes, Poseidon turns data from the physical world into structured, shareable, and legally usable assets for AI developers.
Built on Story’s licensing infrastructure, Poseidon makes this data usable at scale: structured, rights-clear, and incentivized. Contributors retain ownership. Developers get clarity. And every file carries its terms, provenance, and value.
Category;
Blockchain
Role;
Brand Designer
Deliverables;
Logo, Brand Toolkit, Website
HOW MIGHT WE
How might we visually and interactively represent the idea of decentralized data becoming composable, structured, and alive?
Drain
A mobile application for breast cancer patients to log and care for their drain.
Drain
A mobile application for breast cancer patients to log and care for their drain.
Overview
Poseidon is a decentralized data layer built for the next wave of AI backed by a $15M seed round from a16z. As the internet reaches the limits of what can be scraped, Poseidon emerges as a full-stack, decentralized data layer designed to unlock the most overlooked form of IP: real-world data. Whether it’s whispered speech, hand gestures folding laundry, or stereo video from cluttered homes, Poseidon turns data from the physical world into structured, shareable, and legally usable assets for AI developers.
Built on Story’s licensing infrastructure, Poseidon makes this data usable at scale: structured, rights-clear, and incentivized. Contributors retain ownership. Developers get clarity. And every file carries its terms, provenance, and value.
Impact
As the brand designer behind Poseidon's identity, I collaborated with the art director to craft a visual and narrative system that made a deeply technical product feel human, intelligent, and interconnected. Working across brand, logo, and website, I translated the complexity of decentralized real-world data into a cohesive design language that communicated trust, clarity, and possibility. The brand helped position Poseidon not just as infrastructure, but as a living network — making it easier for contributors, developers, and partners to understand its value and engage with its mission from day one.
Key Learnings
Anchoring the abstract ⚓
Branding an abstract product like decentralized data infrastructure pushed me to constantly ground ideas in metaphors. It sharpened my ability to make the invisible feel intuitive and evocative.
Getting feedback early 💬
Gathering feedback early from engineers and the builders of the project was key — it helped ensure the brand resonated authentically with its core audience and reflected the project’s impact.