Client · Case study

Ownera

A protocol company's site, one mark drawn into every diagram.

CLIENT

Undisclosed, subcontracted

YEAR

2024

DISCIPLINES

Web

ROLE

web design, illustration system, front-end build

01 / The challenge

Interoperability is a hard thing to sell.Harder to six kinds of buyer at once.

Ownera runs FinP2P, an open protocol that lets regulated institutions trade tokenized assets across one another's platforms. The product is a router, and a router is invisible: it has no screen of its own, and it is bought by asset managers, broker-dealers, exchanges, payment providers, custodians and transfer agents for six different reasons. The category answer is a diagram per audience and a page per product, which leaves a visitor with seven pictures of the same thing. The brief was one picture that every audience could find itself in.

02 / What we did

01Web

One mark, drawn into every diagram.

The client's lattice mark is the router. It sits in the nav, then at the centre of each of the six router cards, ringed by the participant that card is for: a document and a chart for asset managers, a handshake for broker-dealers, a badge for custodians. It is the hub of the functions diagram, the node in the architecture drawing, the favicon. A visitor who has seen the logo once already knows what the product looks like, and every diagram after that is the same object in a new place. Everything else on the page is quiet on purpose: white ground, tinted bands, one blue and one pink, so the lattice is the only thing that repeats.

Two rows of router cards, Asset Managers, Broker-Dealers, Exchanges, Payment Providers, Custody Providers and Transfer Agents, each with the lattice mark ringed by small icons — The router cards. Six participants, one object at the centre of each; the ring and the icons change, the lattice does not.

03 / Visuals

The Ownera home page on a laptop on a boardroom table in a glass-walled office, a city skyline soft behind it

The first screen: the headline Interoperability, Distribution and Liquidity for the Global Tokenization Market on the left, a dotted globe with labelled arcs on the right, a row of partner marks below — The first screen. Headline left, globe right, and the network's participants already labelled on it before a line of copy names them.

The globe turns and the arcs fire. It is drawn live rather than played as a video, so it never visibly loops and stays sharp at any size.

The rows drift in opposite directions as the page scrolls, the dotted rings turn, the connectors draw in, and a card lifts under the cursor.

The dark industry band: a carousel of cards for Wealth Managers, Issuers and Broker-Dealers, Technology Providers and Custody Providers, each with an isometric scene — The industry band, the one dark section on the home page. Sell side and buy side as a single carousel, so a wealth manager and a custodian scroll past each other.

The Product page: a long headline on the left, an isometric network of connected ledger tiles on the right, four white feature cards over a navy band below — Product. The network as an isometric lattice of ledgers, floating and pulsing on idle, the headline at the client's own length.

The Product page at reading speed. The network pulses, the feature cards lift, and the functions hub turns as it arrives, with each participant's copy running down a single rule.

Why Ownera. Three tabs follow one asset through the network, from issuance to pledge, and each tab changes the small application screen beside it: a bond issued, an order matched, a fund posted as collateral.

The architecture diagram: five circles on an arc, SuperApps, Intents and execution plans, FinP2P Router, Adapters, Ledgers and legacy systems, the router largest and central — Technology. Five circles on an arc, the router largest and in the middle: TCP/IP for regulated assets, drawn as plainly as the analogy.

The Ownera home page on a phone held in a hand in front of an office window, the globe above the headline — Mobile, home. The globe leads, the headline follows, the two buttons stack. Nothing that shows on the desktop is hidden on the phone.

The Ownera Product page on a phone lying on a navy notebook, photographed from above, the isometric network at the top of the screen — Mobile, Product. The isometric network survives at 390 wide because it was drawn as vectors, not exported as a picture.

The system on one dark plate: fifteen lattice illustrations on a white card, beside the colour swatches, the type scale and the button set from the design system page — The system in one frame. Fifteen illustrations built on the lattice: four router scenes, the hub, the network, nine icons. Beside them, from the design system page shipped with the site: seventeen colours with their jobs written in, a fluid type scale set by role, and the button set on white and on navy.

Seven pages of the site side by side, top aligned: Home, Product, Use Cases, Technology, Careers, Contact and Design System — Seven of the nine pages, top aligned: the same header, the same tinted bands and the same card family from Home to the design system.

04 / Outcome

Nine pages, one object,and a network drawn, not described.

Nine pages and a documented design system, responsive from desktop to phone, with the motion built into the site rather than laid over it. The hero globe is drawn live: a dotted sphere turning slowly, arcs firing between the network's participants, so the first thing a visitor sees is the network doing what the headline claims. Below it the router cards drift as the page scrolls, the illustrations breathe on idle and lift on hover, and the Why Ownera section follows one asset through the network in three tabs, from issuance to pledge. Every diagram on the site is the same lattice in a new place, so by the footer a visitor could draw the product from memory. That was the whole job: make an invisible piece of infrastructure feel like one thing.

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