Bringing Our Vision to Life Through a Design Rebrand

In a recent Twitter Space, our CEO Dillon Chen and designer Adam Ho chatted about the story behind our rebrand—a narrative that goes much further than cosmectics.

We talked about how our vision of community coordination was incorporated into the designs and the future of Common’s internal and external brand presence.

An intentional shift from “wealth” to community

When Dillon reflected on the rebrand, he emphasized a crucial pivot. Common (originally called Commonwealth) began as a DAO tool but quickly outgrew its initial constraints. The decision to drop ‘wealth’ from our name was symbolic of a larger shift.

As Dillon explained, our protocol launch proved we were no longer just about financial mechanisms, but about something more expansive: building dynamic, interconnected communities across DeFi, DeSci, and much more.

Adam's design philosophy

Adam talked about his unique approach to the design process. He begins with a discovery where he encourages clients to speak freely and talk about their business without overthinking. He takes note of recurring themes and future aspirations.

"What kind of personality is your brand, or what do you want it to be?"

This is the kind of question Adam uses to dive into the core values and vision of the brands he works with. Adam is also refreshingly honest, and he's not afraid to tell potential clients they might not be the right fit for his specific design approach.

Basic primitives to complex narratives

One of Adam's core design principles is focusing on basic primitives like squares, dots, and other scalable elements. This minimalist foundation leaves room for both flexibility and depth. For Common, this translated into a design system that's precise while remaining adaptable.

Symbols of connection

The three conjoined circles in Common’s logo represent the natural attraction of communities coming together. As Adam explained, the design captures the idea of different entities merging, with colors overlapping to create something entirely new.

The white canvas serves as a foundational space where these interactions can occur, symbolizing openness and potential. The result is a logo that, in Dillon's words, "sparks joy." It's fun and approachable, but still shows our commitment to enabling collective action.

Continuous brand evolution

Thanks to Adam Ho, our new visual language speaks to connection, potential, and the power of collective imagination. Listen to the full conversation on Spotify.

Want to see more of Adam Ho's incredible work? Check out adamho.com and follow him on socials.

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