Treasure is Rebranded – Better than Before
In a mere eight months, Treasure has accomplished objectives we could not have anticipated when we began. We are now the premier NFT platform on Arbitrum, have developed a continuously growing set of games and creators, and launched new brands that have inspired trends.
Excitedly, we are now able to show the outcome of our efforts in rebranding Treasure as we move closer to establishing a decentralized game console. This was necessary for us as we plan for our next stage of expansion.
Our journey from humble beginnings
Treasure originated as a variant of Loot on Ethereum Layer 1. With the aim of proving that social collaboration can be facilitated through an equitable launch of our MAGIC token and NFTs, we managed to generate a large and wide-ranging community that has become the foremost NFT platform on Arbitrum.
Today, our decentralized NFT economies and games, which are all powered by MAGIC and connected by shared infrastructure, are a cause for pride. Our ecosystem has won the admiration of players and developers across its vast scope; we have over 100k members in our brands as well as nine released games with more to come. Since its opening seven months ago, our market has experienced US$285M (fn 1) in trading volume (101M MAGIC). At present, Treasure is still responsible for more than 95% of all NFT-connected transactions on Arbitrum.
Setting the stage for the future
Focusing on the future, we had to take a thorough look at what Treasure is really about in order to create a sound plan and aesthetic for our next stage of progress.
Our core idea has stayed the same since the beginning: Treasure strives to link and give power to creators, video games, and communities via web3. We want to revolutionize the following generation of gaming by decentralizing game building and shaking up the traditional publishing system that is built on ‘closed gardens’, complete ownership and control of development, distribution, and management of game elements and IP. The existing model limits real community possession and grassroot building, two things we think will be necessary for the future of world-building, product design, as well as governance. Treasure plans to be a leader in this movement by taking advantage of creating an ecosystem of games with a shared economy utilizing a single token along with infrastructure linking together all the universes using them.
The Treasure of the past was dark, gothic, and mysterious – an ode to our ‘grungy’ origins. Initially intended to be a part of Bridgeworld, our flagship product that underwent changes before becoming a gamified infrastructure and an essential element of the Treasure ‘economic layer’. Our focus then shifted towards creating the ‘game console stack’ and its supporting structure while allowing the community to construct new cartridges for Treasure. Unfortunately, this shift in strategy did not translate into a renewed identity, prompting us to redesign one which could evoke the same sense of enchantment when playing or feeling joy. A feeling that was ageless and would endure through the years, while also conveying the appeal, amazement, and lightheartedness that Treasure and its people radiate.
Meet the new Treasure
The much-anticipated moment is finally here. The new version of Treasure retains all the features that you know and love, but it’s even better than before. After months of meticulous planning, slideshows, and experimentation with logos and marks, we are proud to present Treasure’s brand refresh.
What is Treasure?
Treasure is a decentralized gaming platform that links games and communities together through creativity, enchantment, and non-fungible tokens. We provide gamers with an exciting array of games to enjoy and developers with the essential hardware, software, and support.
Within our console stack, Treasure comprises three key layers:
- Cartridges: Games and metaverses built from the ground up by Treasure and seasoned builders, all connected by MAGIC.
- Community: Composite of many smaller communities, connected through MAGIC, lore, guilds, and resources.
- Infrastructure: The shared economic engine, tooling and resources that powers the ecosystem and empowers builders.
This is all driven by a two-part system – MAGIC provides the energy and Treasures act as the interconnecting components.
Our New Brand Identity
Treasure requires a powerful and recognizable brand identity that can be both prominent and discreet depending on the context, allowing cartridges, collaborators, and builders to stand out. Our rebranding process helps bring this concept to life, enabling Treasure to have a unified identity that is bold yet encouraging.
New Look and Feel
Starting with our logos, the stars indicate the enchantment within our environment, which is manifested by our users or the games created on our platform. The shape of a gem that encompasses the stars is a gesture to where we came from with Treasure NFTs (e.g. ruby) and gaming in general. All three of these new logos capture the timeless charm of Treasure and demonstrate consistency across all of our main products.
- Treasure: The magic of play.
- MAGIC: Where new stars are born.
- Trove: A window into new worlds.
Our newly-revamped identity, featuring a new colour palette, typeface, imagery, and design system, creates a more inviting and unified experience for our large network of players and creators.
The Treasure website has been redesigned to better tell our story and provide a more enjoyable experience for users. It features consolidated content across the Treasure realm and will continue to be updated as the Treasureverse evolves.
This remarkable achievement marks the start of an ambitious venture together. Our rebranding is a sign of Treasure’s progression as a company and sets the groundwork for the next stage in decentralized gaming development.