All about MAD

MAD Notes

MAD Engineering articles

Welcome to Engineering at MAD. A space for creative tech, with words directly from our engineers.

All Posts

Reminders

Commandments

10

Showreel_2021_final_final.mp4

WorkAboutTeamCareers

Donut

Defi made quick and easy.

StrategyBrandingArt directionWeb design
Donut logo

Refreshing a beloved brand to enable future expansion as the product grows and evolves.

The previous plasticine-based brand communicated Donut as an accessible, inviting and simple piece of software. With a new DeFi-centric focus, Donut was looking to refresh the brand design guidelines and visual language.

We evolved it into an informative & trustworthy financial service helping customers to discover new ways to earn yield on their money. The new brand enables Donut to educate new users clearly and credibly about an entirely new concept: how it works, risks and opportunities.

We commissioned the talented Julia Dufossé to create the futuristic illustrations that elevate the brand above the stagnant financial-app horizon.

Donut phone illustration
Donut hand illustration
Donut blog cards
Donut website
Donut website
Fixed growthVariable growth
Neel Popat portrait

Through MAD’s process we were able to evolve our brand and design language to a unique personality of assured yet playful. This branding direction was brought alive by the the vivid illustrations which added the stand-out sprinkles on top.

— Neel Popat (CEO)
Donut mobile appDonut mobile app
Donut cards illustration

Donut relaunched successfully in August 2021 after a two month rebrand effort.

Got an existing product that needs some love? Give us a shout.