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Subtle secrets of building a website that lives the brand.

Symetria | Web Development

Rather than listing everything it took to build that website (which is technically similar to every other website), we’ll focus on three distinct approaches that helped Symetria’s web presence stand out in the market.

How the first Personal Blockchain crypto exchange got its own viral marketing machine.

With a new visual identity and a unique crypto exchange app in the backend, we were ready to combine everything we’d done so far for Symetria in a marketing website that would propel visitors to talk about the brand and actually try the app out.

Symetria Web Development

Infusing the brand the right way

Most of the time, brand identities never see the light of day. And even when they do, their target audience can’t actually discern that from the website itself. Visit nearly any startup’s landing page, and you’ll see a huge stock hero image, a few icons and a small logo.

Note: if by covering your website’s logo it becomes indistinguishable from dozens of others — your website doesn’t carry your brand properly.

After making sure Symetria’s exchange was nothing like its rivals, we proceeded to design a website where the brand really got some airtime to shine.

Taking inspiration from the brand name, Symetria, we made the website (ahem…) vertically symmetric and horizontally block-based (thus hinting at its Personal Blockchain feature). All the blocks then took on the Symetria colour palette and corresponded to certain aspects of the company, be it value propositions, features, referrals or how-to’s.

Building out interactive messaging

With the symmetrical, block-based website structure in place, we moved on to writing out all the messaging inspired by the verbal identity. As most crypto exchanges are eager to overload visitors with technical information, we decided to keep all the copy punchy and concise, typeset in upper case letters to avoid long stretches of text.

An essential component of every exchange that everyone notices right away is the never-ending movement of numbers, names and prices. To recreate this feeling on Symetria’s website, we made sure most blocks would respond to mouse cursor movement just like other elements in the app itself, signifying the possibility of interaction. Text would also get filled out seamlessly as your scroll down.

Taking into consideration all the interactivity, large type and bright colours all working in unison, adding vibrant photography would simply break the user flow. Hence we decided to tone down the photos with a dark overlay to bring out the differentiating texture of shades without demanding users’ attention.

Asterisk — Symetria’s symbol — played a large role in adding to the website’s interactivity. Throughout all pages, you can see it rotating, starting paragraphs, separating sections and more. The Symetria wordmark at the top even randomly switches its letters to asterisks to further promote the idea of movement. One asterisk somewhere on the page is also used as a hidden gateway to a surprise game.

Creating a secret Snake game

We knew Symetria’s audience well — broadly Gen X, obsessed with the new but also having a penchant for nostalgic technology. So we came up with an idea to build a fully functioning retro Snake game (i.e. 90s Nokia-phone style) right into the marketing website.

What does a Snake game have to do with Symetria? Not much, to be honest. But it has everything to do with its audience. It might be true that we didn’t even have to build the game in the first place — you can’t even find it that easily, as there are no signs of it on the landing page itself — but when discovered, it creates an emotional connection. It shows that Symetria is the place for people like you.

Infusing the brand the right way

Most of the time, brand identities never see the light of day. And even when they do, their target audience can’t actually discern that from the website itself. Visit nearly any startup’s landing page, and you’ll see a huge stock hero image, a few icons and a small logo. Note: if by covering your website’s logo it becomes indistinguishable from dozens of others — your website doesn’t carry your brand properly. After making sure Symetria’s exchange was nothing like its rivals, we proceeded to design a website where the brand really got some airtime to shine. Taking inspiration from the brand name, Symetria, we made the website (ahem…) vertically symmetric and horizontally block-based (thus hinting at its Personal Blockchain feature). All the blocks then took on the Symetria colour palette and corresponded to certain aspects of the company, be it value propositions, features, referrals or how-to’s.

Symetria-web_mobile.png#asset:9865

Pushing for a multi-touch user experience

As the result of our work, Symetria’s website looks bold and fresh. It’s easy to scan through and understand. What’s more, it moves with you.

Over the years, we at Skyrocket have mastered the science of fusing web presence and brand identity to make companies stand out in their competitive environments. If you think your website needs a boost, don’t hesitate to reach out and see what we can do.

Want to know more about Symetria? Read how we created their visual identity and designed the best crypto exchange on the market.

Symetria Web Header