Global creative studio Koto has collaborated with South Korea–based Web3 gaming ecosystem Marblex to deliver a refreshed brand identity aimed at broadening the appeal of blockchain gaming. The rebrand was designed to make the platform more approachable for gamers who may be unfamiliar with decentralized technologies. Rather than emphasizing complex elements such as token exchanges, NFTs, and backend infrastructure, the new visual language redirects attention toward enjoyment, creativity, and play, which are central to gaming culture.
According to details surrounding the project, Marblex sought to overcome the perception that blockchain gaming is overly technical or intimidating. Koto approached this challenge by stripping away visual cues tied to complexity and replacing them with design elements that communicate accessibility and entertainment. The result is a brand that presents Web3 gaming as an enjoyable experience rather than a technological hurdle.
Research-Led Insights Shape a More Welcoming Identity
During the discovery phase, Koto’s team immersed itself in the Marblex ecosystem to better understand how blockchain gaming functions from a user perspective. Through this hands-on exploration, the studio identified a wide range of engaging and entertaining experiences available within the platform. However, it also became clear that these experiences were not immediately visible or inviting to newcomers. The redesign, therefore, focused on translating that sense of excitement into a visual identity that feels open and approachable.
This insight-driven process led to a deliberate repositioning of Marblex. Instead of educating users on how Web3 mechanics work, the brand now emphasizes why gaming on the platform can be enjoyable. By highlighting emotion and imagination, the new identity aims to lower psychological barriers and encourage first-time engagement.
Introducing a Mascot to Anchor Community and Culture
A central element of the rebrand is the introduction of a mascot designed to embody the spirit of the Marblex ecosystem. Koto selected a goblin character as a familiar symbol drawn from fantasy and gaming culture. This character, named Goby, appears throughout the brand’s visual system and represents exploration, rewards, and playful discovery.
Goby’s presence extends beyond illustration, influencing the overall aesthetic of the platform. The character is shown presenting loot and treasures, subtly reinforcing common gaming motivations while encouraging users to participate. This narrative-driven approach helps communicate the platform’s value in a way that feels intuitive to gamers.
We partnered with @MARBLEXofficial, a blockchain gaming ecosystem, to help them put the fun back in to Web3 gaming—with an unlikely hero—a cheeky goblin. With a distinctive mascot in place the brand's DNA fell into place, one that is unmistakably fun, very green, and easy to… pic.twitter.com/X3RWHZtjSg
— Koto (@studiokoto) January 27, 2026
Color, Typography, and Token Design Reinforce Playfulness
The goblin mascot inspired a distinctive color palette built around green tones complemented by off-white, black, and gray. This combination reinforces the fantasy theme while maintaining visual balance and clarity. Goby also played a role in the redesign of the Marblex crypto token, which now incorporates the character’s expressive grin across multiple visual formats, including icons and coin-style representations.
Typography further supports the playful direction. The updated logo features bold, rounded letterforms influenced by anime and manga thought bubbles. These are paired with a primary typeface rooted in Japanese media aesthetics, adding personality and cultural relevance. Together, these elements emphasize creativity and lightheartedness while maintaining a cohesive system.
A Strategic Message Focused on Imagination and Emotion
All design decisions were guided by a new strategic direction centered on prioritizing enjoyment and imaginative play. The brand’s messaging reinforces the idea that fun takes precedence, positioning Marblex as a space where creativity and community thrive. The overarching concept frames the platform as a playground for imagination, signaling freedom and exploration rather than technical instruction.
From Koto’s strategic viewpoint, Marblex did not require another Web3 identity focused on explaining technology. Instead, the platform needed a compelling emotional reason for users to engage. By shifting emphasis from mechanics to meaning, the rebrand gives Marblex a clearer voice within the blockchain gaming sector. This approach is intended to invite participation, foster community, and make Web3 gaming feel accessible to a much wider audience.
