Ethereum Name Service (ENS) has introduced a new brand identity and website during EthCC[7] in Brussels. This rebranding effort aims to enhance accessibility and user-friendliness for newcomers to Web3.
While retaining its iconic logo, ENS has updated its brand aesthetic, affecting marketing materials like the website and social media channels. Importantly, the core ENS application, utilizing the Thorin design system, remains unchanged.
Khori Whittaker, Executive Director of ENS Labs, described the rebrand as a pivotal moment for ENS. “This rebranding represents our mission to refresh the internet. We aim to connect with individuals who are curious about Web3 but hesitant to explore it fully. By moving away from complex jargon and adopting clearer language and design, we want to be a friendly guide to this new internet,” he stated.
The primary goal is to tackle one of Web3’s significant challenges: user onboarding. ENS has long provided a simple entry point to digital identity ownership, but now it seeks to create an experience that feels as intuitive as traditional internet use.
Domenico Perri, Head of Design and UX at ENS Labs, highlighted the inclusive nature of the rebranding. “We’re building bridges between tech enthusiasts and newcomers to foster a community where everyone feels welcome. Our objective is straightforward: to create a better internet for all. This rebrand is an invitation for everyone—regardless of their background—to join us on this transformative journey.”
Key focus areas of the rebrand include:
- User Experience: ENS aims for an interface that avoids the technical complexities typical of Web3, instead resembling the ease of traditional internet use.
- Accessibility: By adopting simpler language and design, ENS positions itself as a friendly guide to the decentralized web, making Web3 concepts easier to grasp for a wider audience.
- Trust: The rebranding seeks to make the decentralized internet appear more trustworthy and approachable, addressing the concerns of newcomers.
- Collaboration: ENS is encouraging community engagement, inviting users from diverse backgrounds to help shape the future of the internet.
To promote its new identity, ENS is employing strategies commonly used in Web2 marketing, such as a global billboard campaign. This approach aims to reach a broader audience, showcasing that Web3 technologies can be as accessible and user-friendly as traditional online services.
The timing of this rebrand aligns with ongoing developments in the ENS ecosystem, including the upcoming ENSv2. By refreshing its brand now, ENS is set to welcome new users to a more accessible platform as these enhancements unfold.
