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ChainSafer Branding System
My Role: UI/Visual Designer
Led design & branding strategy, ensuring usability and brand consistency.
About ChainSafer: A cybersecurity browser extension developed by Trend Micro to detect fraudulent blockchain transactions.
Timeline
2022 May-Jul
Industry
Blockchain, Cybersecurity
Company size
5,000+
Tools
Figma, Fig Jam, Photoshop, Illustrator, Jira, Teams
Branding Evolution
Before we begin, that is a small story about this. From the early the brand name was Nexone. It was an umbrella brand under Trend Micro, aimed at combating emerging scams, including both blockchain and traditional online fraud. The name was inspired by Trend Micro's 'One' series (e.g., TXOne for industrial security). Under NEXONE, multiple products were planned, including ChainSafer and an existing chatbot-based anti-fraud tool.
Why the Shift to ChainSafer?
Due to internal decisions, the Nexone brand was not adopted. Instead, the focus shifted to a dedicated product identity for ChainSafer, which narrowed its positioning to blockchain fraud detection rather than covering broader online scams. But I still designed the brand guide and the logo for NEXONE and ChainSafer.
ChainSafer: Visual Identity & Branding Execution
During the branding process, I identified four core keywords: Safety, reliability, prediction, and integration. These were derived from market research, competitor analysis, and internal discussions to define the brand's positioning.
After further evaluation with the team, we found that reliability and protection overlapped, as both conveyed a sense of security. To simplify the message, we merged them into a single concept, refining the final keywords to
Safety, prediction, and integration.
Based on the three core keywords—security, prediction, and integration. I curated a mood board with relevant imagery to establish a cohesive visual direction.
From this, I identified blue and green as the primary brand colors, as they effectively convey security and trust. While our initial goal was to align the branding with Web3 users, internal discussions—particularly with marketing—shifted the focus toward a bold, experimental identity, given Web3's rapidly evolving landscape.
Taking into account both the defined user persona and blockchain market preferences, I refined the blue and green tones to be lighter and brighter, infusing the brand with a sense of energy and dynamism while maintaining its core values of security and reliability.
In terms of visual symbolism, arrows, and interconnected elements emerged as key motifs from the mood board, representing safety, prediction, and integration in a clear and intuitive way.
After several adjustments and modifications, internal meetings, and voting, the ChianSafer logo was born! :)
As earlier mentioned, the brand was called NEXONE. Under NEXONE, multiple products were planned, including ChainSafer and an existing chatbot-based anti-fraud tool.
The logo design process of NEXONE.
The brand guide for NEXONE.
Conclusion
The NexOne branding project was a comprehensive brand identity development exercise, where I led the brand concept, logo design, and brand guidelines, ensuring consistency across all visual elements.
However, after presenting the completed work, the company decided not to proceed due to legal constraints and trademark conflicts identified by the legal and policy teams.
This experience taught me an important lesson: Branding decisions in large corporations are not just about design but also about legal, strategic, and market positioning considerations. The process is often more complex and cautious than initially envisioned.
Despite the outcome, I truly enjoyed the entire process. The opportunity to develop a full-scale branding system within a large company, leveraging cross-functional collaboration and industry expertise, was incredibly valuable.
This project reinforced the importance of aligning visual identity with both business strategy and user expectations. It also highlighted how iterative collaboration leads to a stronger, more adaptable brand presence.
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