The brand idea “Playgrounds for the Imagination”, completely shifted the emphasis from the how to the why. It reframed how MARBLEX are helping to bridge often disconnected gaming experiences into a wider ecosystem – heightening the freedom and potential for what gamers and game developers can do.

A familiar face from fantasy and gaming held the answer: the Goblin.
This mischievous figure – dubbed Goby – was an unexpected choice to lead a complex Web3 ecosystem, yet perfectly suited to cheekily embody the freedom, joy, and indulgence of gaming. With Goby as the brand's DNA, the rest of the identity came together. A vibrant goblin-green became the brand's hero colour, playful, bubbly typography welcomes users, and a library of illustration was drawn directly from Goby's world.

Across every touchpoint, Goby transforms complexity into play. He sneaks through platforms, collects tokens, and reframes blockchain as exploration. The brand system is unmistakingly fun and easy to implement, allowing maximum room to play, all thanks to its underlying mischievous Goblin spirit.

The rebrand successfully shifted the brand’s narrative from technology to experience. This change helped MARBLEX re-engage its community and stand out by making the brand feel cheerful and intriguing, aligning with the company’s mission of popularising blockchain games. By leading with emotion and insight, the new identity empowered MARBLEX to achieve its goals in a way that its previous approach never could.