Torque

Design direction for brand system, marketing site, and platform surfaces on the onchain incentive infrastructure.

Client: Torque Labs
Role: Design direction
Year: 2026
Discipline: Brand & Identity
Web
Design Systems
Motion
Product Design

torque.so homepage: The Onchain Incentive Infrastructure headline beside a Three.js ASCII helicoid, with the 1,400+ campaigns badge and $6B+, 5x, $10M+ stats

[ THE PROBLEM ]

Torque Labs sells deterministic growth to onchain protocols, but its site and app still carried the earlier positioning, The Solana Growth Protocol. The brief was a visual language that could say infrastructure with a straight face, a marketing site that demonstrates the engine instead of describing it, and a system the team could keep extending without a designer in the room.

[ GOAL ]

Torque turns data into predictable growth. The brand and the site had to make that claim visible: precise, programmable, alive.

[ SOLUTION ]

1. One ink on white: #0008FF, Instrument Sans, Geist and Geist Mono, 3px controls, line work instead of fills. 2. Data rendered as living structure: a Three.js ASCII helicoid you can drag, and 36 procedural Canvas visuals that breathe inside the cards. 3. A system, not a page: a 12-section design guideline, a 93-mark icon catalog, a widget gallery in six temperaments, and a platform mockup that carries the language into the product.

[ THE SITE ]

The engine is shown, not described: a helicoid you can turn, cards that draw themselves, and a terminal session that becomes a campaign.

The hero as designed in the redesign branch: The Onchain Growth Engine, with the ASCII helicoid and the 89M+ transactions indexed badge — The hero as designed: The Onchain Growth Engine

Six Primitives. In Your Product: leaderboards, raffles, rebates and more, each card carrying a procedural Canvas drawing — Six primitives, each card a procedural drawing

Effective Campaigns. Real Results: Winners Arc, Dynamic Rebates and Power User Conversion cards — Results, drawn in the same ink

Onchain Growth Intelligence: a terminal session inside the page where the Torque agent turns a request into a campaign — The MCP session: a terminal inside the page

Platform page, Data Infrastructure: We index the chain so your team does not have to, with natural language queries, sybil protection, ROI simulation and real-time analytics — Platform: we index the chain so your team does not have to

Platform page, The Console: build, launch and measure from one console, with campaign builder and analytics panels — Build, launch and measure from one console

The footer reveal: Incentive infrastructure for onchain protocols on a full blue field with the ASCII mark — The footer reveal: the engine under the page

[ VISUAL LANGUAGE ]

One blue on white: #0008FF, Instrument Sans, Geist and Geist Mono, 3px controls. Illustration is line work, never fills; texture comes from ASCII, the brand's own material.

The illustration kit: a grid of animated line-work visuals such as AcceleratorPath, AirdropShower, BuilderCanvas and CampaignRadar — The illustration kit: line work, not fills

The ASCII studio: drop an image and render it as a character field with density and charset controls — The ASCII studio: data as texture

[ DESIGN SYSTEM ]

A brand you can read like documentation: what the deck establishes, verbatim, then color, type, grid, motion and iconography with the rules written down.

The brand guideline: what the deck establishes, verbatim

Design system, Color: four color families with ten grades each, blue, gray and cyan rows — Color: four families, ten grades, contrast checked

Design system, Typography: Instrument Sans for display, Geist for body, Geist Mono for data, with the type scale table — Typography: Instrument Sans, Geist, Geist Mono

Design system, Motion: purposeful, subtle and swift, with duration tokens — Motion: purposeful, subtle, swift

Design system, Grid and Layout: an 8px base unit, a spacing scale and responsive margins — Grid: an 8px base unit, four to twelve columns

93 marks, one weight

[ PLATFORM MOCKUP ]

The marketing system turned inward: a nine-page dashboard concept with a command palette, from campaign recipes to SQL against the indexed chain.

[ WIDGETS IN SIX TEMPERAMENTS ]

Every widget type of the platform, rendered in six styles from the same data and the same tokens, so the product team could pick a temperature rather than a mock.

Widget set, Option A Soft: hairline borders, pure blue accents, numerals in Instrument Sans — Soft

Widget set, Option B Terminal: black tab borders, zero radius, mono uppercase micro-labels — Terminal

Widget set, Option C Dot matrix: the ASCII helicoid thread pulled through the whole set — Dot matrix

Widget set, Option D Aero: the metrics journal register, full chart anatomy, generous spacing — Aero

Widget set, Illustration kit: growth primitives carried through every metric, chart and control — Illustration

Widget set, D1 Precision: a compact workspace with crisp borders and restrained blue accents — Precision

[ SUMMARY ]

The redesign shipped through the client's repository in March 2026 and is live at torque.so; the team has since added sections of its own. The system kept growing after launch: an icon catalog, a design kit, a widget gallery in six styles and a theme for the platform itself.

procedural card visuals

marks in the icon catalog

sections in the design guideline

widget styles

Torque

[ FOLLOW ORKHAN ]

[ SUBSCRIBE TO NEWSLETTER ]