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DIF
Redefining digital identity
Overview
DIF is an alliance of over 50 innovative technology companies working together to redefine the future of identity on the internet. They are building a new ecosystem for apps, devices, and people driven by a common creed: the belief that identity is composed of a deeply personal collection of data that defines us, and that our identity should answer to no one but us. Unconstrained by the silos of current identity systems, the internet will become a more opened and free environment where users and their personal needs come first.
The Brief
The original DIF brand was quite outdated and didn't reflect its bold vision for the future of identity. We were asked to re-imagine the look and feel of the organization to better communicate their mission and to help recruit more organizations to their alliance.
The Seed
While DIF is writing code and building technology-based solutions, their mission is ultimately not about the framework, lines of code, or the blockchain. At its core, it's about the humanistic impacts that its purpose holds. DIF's vision is to change the way the internet works to put people at the center of it for better services, privacy, and ownership of personal data.
In other words, instead of users gravitating around companies having control of the private information of millions, companies should gravitate around users and their personal needs - without having to be trusted with sensitive personal information.
The Brand
Under a decentralized identity system, users will become free from the traditional silos and tethers that companies hold on to because they control user data and reputation levels. Instead of being cogs in a wheel, people will be the wheel. Those ideas communicated to us a sense of freedom, empowerment, and liberation. These themes along with the humanistic mission of DIF guided us to design a brand that visually focuses on the full and unconstrained expression of individuals online.
