Alastria

Brand identity

Rebranding and marketing for Spain’s largest blockchain association

A leading European organisation whose brand did not yet reflect the true significance of its position within the industry.

to ensure that a leading brand communicates as such

Alastria is one of the world’s largest public-permissioned blockchain platforms, with over 500 partners. At a pivotal moment in its development, the challenge was not to grow, but to live up to its current stature. The brand, digital presence and communication systems did not reflect the organisation’s true standing. Everything needed to be transformed in a coordinated manner, with many moving parts, within a set timeframe.

What was decided and what was ruled out

The key decision was to treat this as a rebranding project rather than a redesign. That meant starting with the narrative rather than the aesthetics, and building the new visual identity around the messages, not the other way round.

The approach of updating elements separately was ruled out. If the brand, website, content and communication systems did not evolve in a coordinated manner, the result would be an organisation with a new façade but an outdated structure.

Alastria’s specific challenge went beyond translation: it was to make complex technology understandable to very different audiences, ranging from technical partners to public authorities, without oversimplifying or compromising on accuracy.

INTEGRATED IMPLEMENTATION

The project began with the development of a new corporate narrative to serve as the foundation for everything else. Without that framework in place, any decisions regarding design or content would have been arbitrary.

The entire visual identity was developed based on this narrative: colour palette, typography, icon, logo, brand book and branding materials for partners. The design did not precede the message; it conveyed it.

With the identity established, the corporate website was redesigned and developed, with all content written in line with the new narrative and SEO optimised to ensure visibility from day one. Simplifying the technical language was a deliberate editorial decision: Alastria needed to be understandable to very different audiences without compromising on rigour.

In parallel, the social media strategy was defined, newsletters were designed as a tool for engaging with partners, and the entire member recruitment and onboarding system was implemented, including automation workflows and the welcome guide.

As a final touch, the ‘Blockchain Bites’ podcast was produced and launched, conceived from the outset as an authoritative format rather than tactical content.

Results

An organisation with over 500 members and a European presence that now communicates with the consistency its position demands. Its brand, website, content and member engagement systems operate as a single integrated system, using language that is accessible to a wide range of audiences without compromising the technical rigour required by the blockchain industry.

“Working with Incógnito was a very positive experience. We had a challenging project with a tight deadline. The result of the brand restyling was an innovative, fresh and distinctive concept that effectively conveys our value proposition for our ecosystem.”

Daniela Corredor

Head of Communications at Alastria