TLF (Tsbot Liquidity Fund) is a burgeoning investment fund that uses a proprietary trading algorithm to beat traditional crypto coin performance. TLF was looking for a brand identity that was “familiar, yet different” in an effort to appeal to two user groups: crypto-curious stock market investors and crypto experts who already invest in cryptocurrencies. I developed a mark that was tethered, clear, and tangible to appeal to both user groups.