# Brand, site, titanium goblets, and a $50K AI movie for a room of Web3 leaders

_Published 2027-08-02_

Roman "Roma" Nguyen, [RSquad](https://rsquad.io/)'s co-founder and CTO, reached out with a blunt brief: "Our brand is weak, our site is weak. We're actually really good. We need something unique, something that blows your head off."

Over half a year, KOJI turned that brief into a full brand, a website, a line of titanium merch, and a film that headlined a closed conference in Dubai.

## **Who RSquad is, and why they were hard to brand**

RSquad describes itself as a team of "slightly rebellious caffeinated blockchain engineers who still drink lattes with regular milk," and their favorite kinds of feedback are "overly ambitious," "impossible," and "never been done." They ship zero-custody Bitcoin cross-chain transfers and run complex cryptography in production like it's a regular Tuesday. Roma's own take on his industry is harsh: "For me, blockchain equals scam. We're engineers, not traders." So the brief came with a hard filter attached: no cosmos, no tokens, none of the crypto clichés the industry drowns in.

The programmers who can do what RSquad does are rare, and what they build is complex enough that even their own clients don't fully understand it. Clients half-jokingly call them sacred cows, the experts you stop questioning and just trust. The usual reaction is some version of "We don't understand how they do it; it's basically magic." That was our way in.

## **Brand identity**

We began with a gradient moodboard, our method for kicking off creative projects. We arrange references as a gradient, from safe to unhinged, and then we watch where the client leans. Roma kept drifting to the far end, so we knew from the first meeting that we could push hard. RSquad wanted to be two things at once: serious engineers running a serious business, and funny, charismatic rebels. We compressed that into one line: business on the outside, rebels on the inside, and put the contrast on full display.

We considered a few metaphors, including aliens, but in the end we came back to the word clients keep using for what RSquad does: magic. Arthur C. Clarke's third law says any sufficiently advanced technology is indistinguishable from magic, and every technology in history was magic until someone made it ordinary. This is our approach to identity. We take the team's true inner world and hyperbolize it until it becomes the honest vibe of the company instead of something bolted on from outside. For a developer audience, that's the only way a brand earns respect.

![Blocks that form RSquad brand identity](https://cdn.sanity.io/images/n489hemo/production/68b2663efa53164e596007e7dc18b91ffa231c36-2160x1216.png)

We built a minimalist, IT-flavored heraldry. The logo comes out of a single block that reads as both a shield and a cube that can rotate any way.

![Taming blockchain](https://cdn.sanity.io/images/n489hemo/production/60f3459f6a21859f964d1f3f36c7d1cfc8597f01-2160x1215.png)

![Build what really matters](https://cdn.sanity.io/images/n489hemo/production/a3c0495f146bad8cb238d484dd495c42fc807d66-2160x1770.png)

## **Website**

The site plays that contrast out as you scroll. It opens as clean business communication, with a white background, tidy type, and a logo that spins nicely. The deeper you go, the more that white world sheds its business suit and the rebellious medieval spirit breaks in. Ornamental ligatures and monograms sprout across the page like a blockchain vine, red bleeds in, a soundtrack rises, and eventually the whole thing catches fire and goes gloriously wild. The glitches work as historical flashbacks: fire, writing, electricity, the internet — every technology that looked like magic until someone turned it into infrastructure.

![Red and black brand identity](https://cdn.sanity.io/images/n489hemo/production/bb806cc850da440b12c00fb11dc0b2329518eca9-2160x1215.png)

The story runs in an endless scroll, seven cycles of it, and a pennant scene keeps score between cycles by gathering stones while the sun goes down. Whoever keeps scrolling to the end gets the explanation. The finale spells out Clarke's third law, retells how fire, writing, electricity, and the internet each made the trip from magic to technology, and names the scientists who paid for that progress: Bruno was burned; Galileo was imprisoned; da Vinci dissected bodies in secret. Then it lands the point of the whole site: blockchain is next.

![Flags as element of branding for Rsquad](https://cdn.sanity.io/images/n489hemo/production/3eda08b6a5d3148eef67afa524e829280bdb58dd-2160x1216.png)

## **Merch**

The merch was Roma’s idea, and it came from knowing his people. His clients drink at events, so he wanted a goblet they could actually raise. We made the goblets the right way, a set of 150 titanium goblets. Team and clients love RSquad gear. The line grew into a 100-piece titanium jewelry run, 30 signet rings and 70 coins, plus 200 T-shirts people love to wear, gift, and receive. We shot all of it with AI, from the jewelry concepts to full photoshoots of people in the merch across medieval settings, from Stonehenge to ancient temples. Pairing AI ideation with real craftsmanship cut about 40% off the jewelry production budget.

![RSquad titanium goblet](https://cdn.sanity.io/images/n489hemo/production/a668c05b4d6576eb26f00530b2503851f3d29fbf-2160x1215.png)

![Rings as collectible merch for RSquad](https://cdn.sanity.io/images/n489hemo/production/6a47a72f05abbf828bc577176e883872241b12c5-2160x1296.png)

![Branded T-shirt for RSquad](https://cdn.sanity.io/images/n489hemo/production/b039b6f5267ba6fbad9c3373c142f2663e698d71-2160x1215.png)

We shot all of it with AI, from the jewelry concepts to full photoshoots of people in the merch across medieval settings, from Stonehenge to ancient temples. Pairing AI ideation with real craftsmanship cut about 40% off the jewelry production budget.

![Stonehenge as backdrop for merch shoots for RSquad](https://cdn.sanity.io/images/n489hemo/production/bb7c30a16d503cac437d1f44d569d259a25a0f80-2160x2160.png)

## **Movie**

RSquad needed a film for a closed conference to present a new product to blockchain CEOs and Web3 leaders — not as a tech demo, but as mythology. Seven weeks. Small budget. We saw this as an opportunity to finally test AI at maximum capacity.

The film is rooted in dystopian fiction — technology exists, but freedom is shrinking; control has outlasted connection. The visual language draws on anime (Tokyo Ghoul's eye symbolism: transformation signals awakening and hidden power), adult animation in the vein of Arcane, and cinematic game trailers. The Director and the puppets function as a universal authoritarian metaphor — readable across cultures without prior context. The Louvre scene references Pavel Durov's arrest in France — a moment the blockchain and Web3 community recognizes as resistance against state control of technology.

[ TON Rust Node AI movie](https://youtu.be/5jEIQV8H20Q)

We used different AI models and tools across every stage: script, storyboards, character design with a custom vibecoding tool (built on our gradient moodboard method), environments, animation. Delivered in seven weeks to standing ovations.

For RSquad, KOJI did the volume with AI and set the direction with taste. AI-generated heraldic sketches refined by hand came out 25% faster than drawing them cold, and that pattern repeated across the photoshoots, the jewelry, and the film. With Roma's vision and our gradient moodboards, we delivered award-winning materials on every deadline he threw at us.

## Rsquad’s identity is indistinguishable from magic

- **40%** — off the merch production budget

- **25%** — faster production with 
AI-generated sketches

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[Brand, site, titanium goblets, and a $50K AI movie for a room of Web3 leaders](https://koji.agency/blog/brand-site-titanium-goblets-and-a-50k-ai-movie-for-a-room-of-web3-leaders/) — KOJI design agency