Formerly SingularDTV, Breaker's mission aims to evolve the entertainment industry with a decentralized ecosystem that empowers creators and delivers a diverse collection of classic and original content. Order was tasked with naming, positioning, and branding the new company.
Most entertainment companies are run as a "centralized platform" — everything from the content, production, revenue, and promotional streams are controlled by a single entity.
In contrast, Breaker's "decentralized platform" challenges the process of traditional entertainment creation and distribution. Using blockchain, each artist is able to control and monetize their work without the control of a central figure.
To help visualize the complexity of Breaker's platform, Order enlisted digital artist, Zach Lieberman→, to create a custom processing tool that would generate the primary graphic device of the brand. We began with a very simple shape, a sphere, representing the global participation of the product, and generated an infinite number of variations using independent "particles" via the processing tool. These particles represent every creator, piece of work, and decentralized network of the company. The decentralized sphere become the symbol of Breaker as well as the visual language of all related brand materials.
Supporting materials were designed by Breaker's art director, Jenny Mauric, which included a promotional newspaper, social posts, and company swag.
A comprehensive guidelines document detailed how the brand could evolve over time, something that the founders wanted taken into consideration given the evolutionary nature of their particular industry.