A bold name and identity for a disruptive fintech entrepreneur.

Maelstrom is the family office of cryptocurrency pioneer Arthur Hayes.

Arthur Hayes engaged North Street to develop a name and visual identity system consistent with his status as a provocative and fearless entrepreneur. A maelstrom, or powerful and violent whirlpool, suggests boldness and disruption. The resulting identity is dynamic and futuristic, mirroring the organization's investment focus in innovative organizations and causes.

Our role

  • Naming
  • Logo + Visual Identity
  • Website Design + Development

A rubric inspired by Kubrick

The Maelstrom logomark is inspired by Arthur Hayes’ passion for all things sci-fi. The bold, dominating form is inspired by the monolith from 2001: A Space Odyssey and the “M” in Maelstrom.

Awards + Recognition

Muse Creative Awards: Gold, Corporate Brand Identity

Let's make magic together.

You're a modern and dynamic organization.
It's time your brand caught up.

Let's Do This