Torque

Brand, website and product design for an onchain growth platform.

Client: Torque Labs
My role: Design direction
Year: 2026
Discipline: Brand & Identity, Web, Design Systems, Motion, Product Design
With: Sheldon Smickley (CEO, Torque Labs), George Maroun, Vedran Sisic (Original site, 2024 to 2025)

Visit torque.so

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 had outgrown its old positioning, “The Solana Growth Protocol”. It needed a visual language that reads as infrastructure, a site that shows the product working, and a system the team could keep extending on its own.

Goal

Show that Torque turns onchain data into predictable growth.

Solution

1. One blue on white (#0008FF), set in Instrument Sans, Geist and Geist Mono. 2. Live visuals: a 3D ASCII shape you can drag and 36 animated card drawings. 3. A full system: design guidelines, 93 icons, widgets in six styles and a product mockup.

The site

The site shows the product working: a 3D shape you can turn, cards that draw themselves and a live terminal.

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 hero: a 3D ASCII shape you can drag

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

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

Effective Campaigns. Real Results: Winners Arc, Dynamic Rebates and Power User Conversion cards — The results section

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

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

Visual language

One blue on white, line illustrations and ASCII textures.

The illustration kit: a grid of animated line-work visuals such as AcceleratorPath, AirdropShower, BuilderCanvas and CampaignRadar — Illustration kit

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

Design system

Rules for color, type, grid, motion and icons, written down.

Brand guideline

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

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 icons in one weight

Platform mockup

A nine-page dashboard concept, from campaign setup to SQL queries.

Platform mockup, Home: protocol overview stats, an AI prompt reading Let us grow your protocol, recent activity and user segments — Protocol overview, recent activity and a prompt to grow your protocol

Widgets in six styles

Every widget in six styles, from the same data, so the team could choose a direction.

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

Live at torque.so since March 2026. The team has since added its own sections with the system.

36

procedural card visuals

93

marks in the icon catalog

12

sections in the design guideline

6

widget styles