Building the Web3Auth Visual Language From Torus. A rebrand built to scale across a growing product family, a global event calendar, and a team of three designers.
Web3Auth began its life as Torus. The identity reflected where the industry was — sharp edges, high contrast, dense and technical. It worked for developers and Web3 enthusiasts who lived in the product every day. But as the company evolved from a single wallet into a full authentication infrastructure serving a much wider audience, that visual language started working against the mission.
I joined as an early design hire and stayed through the entire transition. From the last iteration of Torus to the full Web3Auth rebrand, and everything that came after.
The brief wasn't to start over. It was to evolve. The Web3Auth W mark was built directly on the structural DNA of the Torus logo — same grid, same proportions, same relationship between the symbol and the wordmark. The geometry changed. The logic didn't.
The identity moved from sharp to rounded, from technical to approachable, without losing the precision that made the original mark credible to a developer audience.
Web3Auth was never just one product. OpenLogin, SafeAuth, and a growing set of wallet services each needed their own identity. The challenge was giving each product a distinct presence while keeping the family coherent.
The sub-brand framework was built on shared structure — consistent grid logic, a unified typographic system, and a colour strategy that allowed variation without fragmentation. Each product felt like it belonged to the same company without looking like a copy of the parent brand.
About a year into the rebrand, the pace of the business changed significantly. A product launch every month. An industry event every two weeks. Each requiring booth designs, pull-up banners, social media announcements, swag, digital ads, and video content — all produced consistently, all on brand, all fast.
As the sole brand designer, producing everything from scratch each time wasn't sustainable. I needed to build something that worked without me being the bottleneck every single time.
The solution was a graphic template system in Figma built around one core idea — swap the key visual, get everything else for free. One creative decision per campaign, and the system generates assets across every format simultaneously. Booth design, pull-up banners, social media announcements, digital ads, print collateral — all consistent, all sized correctly, all ready to go.
What used to take days now took hours. What used to require multiple rounds of review now came out right the first time because the system enforced the brand rules automatically.
The same logic extended to video. I built an After Effects template library where the core graphic and copy were the only variables. Swap those, and a product launch video or event announcement was ready to export. Frame rates, aspect ratios, motion guidelines, and a reusable asset library were all documented so the files could be handed off without explanation.
The brand guidelines for video went beyond style — they were production instructions. Anyone touching the files knew exactly what to do.
Over four years, the system powered hundreds of assets across global events, product launches, community campaigns, and marketing channels. The brand stayed consistent through rapid company growth, a product family expansion, and eventually an acquisition by Consensys and MetaMask.
A brand built to move at the speed of the business.
© 2025 Vinay Sagar. All Rights Reserved.