Koto gives Web3 gaming platform 'Marblex' a fun rebrand

South Korean Marblex and creative studio Koto have joined hands to create a visual language that would make this emerging field accessible to players who have never encountered it before.

During the research process, the Koto team delved into the Marblex ecosystem to experience the excitement of blockchain gaming, and quickly realized that a whole world of entertainment was waiting for players willing to try it out – they just needed to create an engaging atmosphere for it.

A key factor in this change was the introduction of a Marblex mascot, who could symbolize the culture at the heart of the ecosystem. What better icon to represent gaming and fantasy than the recognizable goblin figure? Introducing Goby, a cheeky little character who appears throughout the visual backdrop, showing off his latest “loot and treasures” and encouraging visitors to get in on the action.

In turn, Goby inspired the brand’s goblin-themed color palette of green, off-white, black, and gray. He even inspired an update to the Marblex cryptocurrency token design, which now features his signature smiley face, an expressed icon, an extruded icon, and coin shapes.

This playful energy has carried over to the new Marblex logo, which features bright, bubbling letters. Inspired by thought bubbles found in anime and manga, they fit perfectly with the main font used throughout the identity: GT Maru. This font, also rooted in Japanese media forms, gives the Marblex platform even more personality and once again emphasizes the gaming spirit that underpins it.

All of these design decisions were driven by the newly created slogan “Fun comes first,” as well as the core concept of the overall strategy: “Playgrounds for the Imagination.” Simple yet effective, this message aims to make the Marblex ecosystem and blockchain games more engaging and accessible. While they may seem complex to the uninitiated, Koto felt it was important to remind the audience of the joy, freedom, and entertainment that can be found within.

“Marblex didn’t need another web3 brand that explained how the technology works,” says G Torto, strategy director at Koto, on the studio’s thinking. “It needed a reason to care. Playgrounds for the Imagination shifted the brand from mechanics to meaning, putting play, emotion, and community at the centre. That strategic pivot gave Marblex a clear role in the category and a voice that invites people in rather than pushing them away.”