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 develop a Processing→ tool that would generate the primary graphic device of the brand. We began with the simple form of 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 the creators, 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.
The brand typeface, Everett, designed by Nolan Paparelli→
Other applications such as the platform introduction video (shown above in the website) and brand newspaper were designed by Breaker's art director, Jenny Mauric.
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.