Pascal is building a prediction market exchange for traders, by traders, on Solana. Founder Ivo Crnkovic-Rubsamen, previously CEO of dYdX with years in quantitative trading before that, came to us with a product in development and nothing around it: no logo, no site, no visual identity. The problem was sharper than a blank page. Prediction markets had exploded into a category dominated by platforms built for casual punters, and Pascal needed to signal the opposite from day one: a serious venue for professional traders, with a brand that could carry the intellectual weight of its namesake. Pascal formalised expected value. The identity had to earn that reference without decorating with it, and it had to survive inside one of the least forgiving environments in design: an information-dense, trader-configurable terminal.

Working directly with Ivo from before the first line of the front end was written, we built the brand from nothing. Mood board explorations became a mark rooted in Pascal's triangle, a monospace-led type system chosen specifically for numeric density, and a restrained palette anchored by a single confident red. Every choice was made with the terminal in mind: the brand and the trading interface were designed to never fight each other. From the identity we designed the launch website, giving Pascal a public face while the product stayed in stealth, and carried the system into product design explorations for the exchange itself, with component foundations in Figma so the engineering team could apply the brand consistently as they built.

The brand held from teaser to terminal. Pascal launched its private beta in June 2026, and a month later announced a $9M Series A led by Union Square Ventures, bringing total funding to $15M alongside earlier backing from Wintermute Ventures and DBA. The identity we built before the product existed is now the face of a funded exchange taking on the biggest names in the category. Proof that the best time to invest in brand is before anyone is watching.