R3 & CORDA

A Cinderella story in blockchain

R3 is an enterprise software firm pioneering digital industry transformation. A few short years and a robust, powerful platform later, it became an industry platform leader for major financial institutions, built on its Corda blockchain technology.

One brand, two audiences, no clarity

As R3's Corda product matured into one of the world's most advanced blockchain platforms, the company hit a branding problem: the enterprise business and the open-source technology spoke to two distinct audiences and were competing for the spotlight, and with the open-source platform starting to consume the brand, R3 was struggling to find its own voice.

Two sites, one brand system

Ruckus delivered a new brand hierarchy through the creative overhaul of two websites, the enterprise home at r3.com and the open-source technology support at corda.net, sharing visual elements, photography, iconography, and animation style while each targeted a different audience: enterprise buyers on one side, developers on the other.

Ruckus led the client through a detailed discovery and planning phase, then structured the information architecture of both platforms to complement each other, and managed a video and photo shoot at R3's offices to bring the firm and its people to the forefront of the branding.

Well received, right away

The new brand system created a clear hierarchy between the enterprise and the platform, letting each speak to its distinct audience under one cohesive identity. The branding and web platforms Ruckus launched were immediately well received by R3's institutional partners in the financial sector.