Rhei is a cross-chain liquidity protocol designed to help institutions collateralize digital assets securely, trustlessly and without counterparty risk. With projections from BCG and McKinsey estimating that 10% of global assets will be tokenized by 2030, institutions are watching closely. Legacy finance knows it needs to evolve or risk irrelevance.

But transformation isn't easy.

Security and privacy concerns, a lack of standardized legal frameworks, compliance uncertainty, custody complications and limited liquidity all make institutional adoption of digital asset collateralization feel like a leap into the unknown. Institutions are cautious yet curious. They understand they need to adapt, but fear the risk and volatility of Web3 products.

Trust is their currency

Rhei was created to meet these concerns head-on. The value proposition was to unlock the liquidity of managed assets while enabling investors to retain full custody and control. No third-party risk. No custody transfers. Just programmable collateralization, enforced through smart contracts.

From a brand perspective, this meant creating a positioning that simultaneously felt secure and trusted enough for institutional audiences, yet new and exciting enough to reflect a shift from TradFi to DeFi.

We began by developing a strategy that centered on ‘trust by design':

1. Absorb the uncertainty and entropy of digital assets, offering institutions the confidence to move more assets into the space.
2. Take institutions from skepticism to confidence and show them that better is already possible.
3. Combine objective integrity (provable systems) with relational credibility (clear, human communication).
4. Elevate the stature of digital assets and emphasize the value Rhei creates in opening up new avenues for institutional growth.
5. Speak the language of our audience with clarity.

The birth of Rhei

Institutions need to move away from their ‘solid’ characteristics of the past, into a more ‘liquid’ phase where they can be more flexible and adaptable to change. Sociologist Zygmunt Bauman calls this ‘Liquid Modernity’. They can invest and liquidity can flow when the foundational elements of trust, security and compliance are strong.

What does it mean to build a solid foundation for a liquid world?

Greek philosopher Heraclitus believed that everything is in motion. "Panta Rhei" was his assertion that “everything flows”. When you secure the base, you unlock the flow. The concept of constant movement became our strategy that pulled across every touchpoint of the brand. 

From this strategy, the name emerged on its own. ‘Rhei’, derived from ‘Panta Rhei,’ is short, fluid and rooted in meaning. Importantly, it felt ownable and modern, it didn’t mimic traditional institutional naming and more closely reflected the future of Web3.

Making flow tangible

We needed to translate this conceptual territory into a visual identity system that institutions could trust, and that builders would feel inspired to use.

The stem of the R letter was given a bold upright form to symbolize a stable foundation, a nod to trust, security and infrastructure. Mirrored arcs emerge from the top, creating a sense of movement, responsiveness, and expansion. The combination forms an abstract 'R' and a symbol of duality: trusted yet flowing.

Liquid gradients created a sense of momentum while still feeling composed. We extended this into a 3D design system built around translucent forms. These abstract visuals communicate flexibility, scale, and forward motion. They reflect the protocol's ability to wrap around existing systems and unlock new potential.

Noir took Rhei from an ambitious idea to a first-to-market brand that bridges the gap between legacy finance and tokenized infrastructure.

Panta Rhei. Everything flows.