Services

Brand Strategy
Visual Identity
Website
Strategic Messaging

Project Team

Christie Ha
Eve Smith Davies
Jee Chang

Rachel Flahive
Sneha Sankar

Creating the nonprofit redefining data storage

The ask

Create a brand for the people behind the network

UME led Sia’s first rebrand in 10 years, creating the visual and strategic language for the decentralized storage platform to reach a more mainstream user.
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Its nonprofit governance organization, Sia Foundation, needed a compelling identity as well. It serves as the public face of Sia, educating and engaging their growing community around the urgency of data privacy and ownership.
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Our task: create a separate-but-connected identity that shares the vision and values behind the tech.

The Strategy

Privacy tech, for all

While Sia’s user-focused product site includes deep technical insight, the Foundation needed to serve a different purpose: making the inner workings of the foundation clear and legible, and inviting non-technical users to be part of the mission.
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We used core Sia brand component (the “shredder”) as the structure for Sia Foundation’s logo—but leaned into less ‘techy’ fonts and the more saturated end of the Sia palette to distinguish the Foundation from its more tech-focused product platform.

The ‘shredder’ motif is versatile across image-heavy, copy-heavy, and experiential environments.

The foundation website features bold headlines and engaging parallax to quickly introduce the Sia network and explain the remit of the foundation.

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Quarterly Transparency Reports update stakeholders on network upgrades, grants, and financials.

The Impact

Clarity between the foundation and the network

The dedicated identity and site for the foundation has made its role and remit crystal clear. The site serves as the main communications platform for transparent reporting and the entry point for talent.

“UME took time to understand our project and team and built a strong foundation for future growth.

Their dedication, expertise, and unrelenting drive to push Sia to the next level have elevated not just our brand strategy but how we work and innovate together. We are incredibly grateful for their partnership.”

Nate Maninger

President,
Sia Foundation

Sia

Moving from niche to mainstream storage network

Mina Foundation

Designing the org structure for a growing community

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