Clay partnered with Sky to redefine the identity of a next-generation decentralized finance (DeFi) ecosystem — a bold evolution of MakerDAO that signals a new era of innovation, transparency, and community-driven growth. The challenge was to craft a visual and verbal language that could bridge the trusted legacy of Maker with the fresh ambition of Sky, transforming the familiar DAI stablecoin into its new incarnation: USDS.

The result is a cohesive, forward-looking brand system that reflects both the vast potential of the DeFi landscape and the human-centered clarity that Clay brings to digital experiences.

A Strategic Evolution

At the heart of the project lies a comprehensive brand strategy that unifies multiple sub-brands, protocols, and community initiatives under one flexible and inspiring identity. Clay developed an extensive set of brand guidelines and design principles to ensure consistency across all touchpoints — from web and mobile interfaces to event activations and digital campaigns. This framework empowers Sky to communicate its values of innovation, governance, and inclusivity with confidence and coherence.

Celestial Design Language

The visual identity draws inspiration from the infinite transformations of the sky — a symbol of dynamism, community, and limitless possibility. The Sky logomark embodies these ideas through geometric precision and balance, while the Circular Book typeface reinforces the brand’s clarity and contemporary sophistication.

Gradients and lighting effects evoke the journey from sunrise to starlight, creating an immersive sense of movement and depth. This celestial palette is extended across all brand materials, from digital platforms to physical touchpoints, delivering an experience that feels expansive yet harmonious.

The Sky Universe

Clay envisioned Sky as more than a financial protocol — as an interconnected universe with each one receiving its own distinctive identity, seamlessly aligned with the overarching Sky system. The team designed a bold logo suite, expressive illustrations, and unified sub-brand architecture, ensuring visual cohesion while allowing each entity to shine within the ecosystem.

Illustration and Motion Systems

A custom illustration system was developed to express Sky’s narrative of transformation and discovery. Inspired by portals and transitions, it integrates 3D renderings, gradients, and lighting effects across three levels — pictograms, icons, and full illustrations. Each element contributes to a rich, multi-layered visual universe that brings Sky’s abstract concepts to life.

Complementing this are dynamic motion principles and interactive transitions that heighten engagement while maintaining visual elegance. Subtle animations and responsive effects create a sense of fluidity, inviting users to explore the Sky ecosystem intuitively.

Digital Experience

The Sky website serves as the brand’s central stage — a fully immersive digital experience where design, storytelling, and interaction converge. From the opening animations to the responsive layouts, every detail embodies the brand’s essence of lightness and innovation. Clay’s focus on refined motion, smooth transitions, and a robust responsive system ensures an exceptional experience across all devices.

Data visualizations, infographics, and structured layouts deliver information with clarity and impact, balancing vibrant visuals with concise messaging. The result is an interface that communicates complex DeFi ideas with inspiring simplicity.

Beyond the Screen

Clay extended the brand’s presence into physical and experiential dimensions, designing event assets, environmental graphics, and branded merchandise that amplify Sky’s optimistic and forward-thinking identity. Gradients, motion elements, and custom illustrations translate seamlessly into these touchpoints, reinforcing brand recognition and emotional connection.

Impact

The rebrand elevated Sky’s market presence and audience engagement dramatically — increasing site traffic by 40%, boosting engagement by 30%, and improving conversion rates by 25%. Client feedback highlighted Clay’s responsiveness, creative rigor, and seamless collaboration throughout the process.

A Vision Realized

Through strategic insight, meticulous design, and immersive storytelling, Clay transformed Sky into a vibrant, unified brand that captures the spirit of a decentralized future. The project stands as a testament to the power of design in shaping trust, clarity, and inspiration within the rapidly evolving world of digital finance.