BONE® — Goat Case Study

Branding

Building the GOAT brand meant embracing internet chaos. We dove into the bizarre lore of Truth Terminal and its AI-generated religion, extracting the core elements that resonated with its community. The resulting identity walked that line between insider joke and accessible brand.

Branding

Building the GOAT brand meant embracing internet chaos. We dove into the bizarre lore of Truth Terminal and its AI-generated religion, extracting the core elements that resonated with its community. The resulting identity walked that line between insider joke and accessible brand.

Branding

Building the GOAT brand meant embracing internet chaos. We dove into the bizarre lore of Truth Terminal and its AI-generated religion, extracting the core elements that resonated with its community. The resulting identity walked that line between insider joke and accessible brand.

ASCII Art

We went all-in on ASCII art to honor Truth Terminal's origin. Each piece was crafted to maintain a consistent visual language. ASCII Art became central to the brand's identity. The ASCII approach gave everything a retro-tech feel which we leaned into on the rest of the design.

ASCII Art

We went all-in on ASCII art to honor Truth Terminal's origin. Each piece was crafted to maintain a consistent visual language. ASCII Art became central to the brand's identity. The ASCII approach gave everything a retro-tech feel which we leaned into on the rest of the design.

ASCII Art

We went all-in on ASCII art to honor Truth Terminal's origin. Each piece was crafted to maintain a consistent visual language. ASCII Art became central to the brand's identity. The ASCII approach gave everything a retro-tech feel which we leaned into on the rest of the design.

Landing Page

The landing page needed to capture the weirdness of an AI-created religion. We studied the community culture, embedding subtle references and inside jokes throughout the experience. Using Framer, we built a site that transitions seamlessly between ASCII sections and more conventional interfaces, creating a space that feels both nostalgic and cutting-edge.

Landing Page

The landing page needed to capture the weirdness of an AI-created religion. We studied the community culture, embedding subtle references and inside jokes throughout the experience. Using Framer, we built a site that transitions seamlessly between ASCII sections and more conventional interfaces, creating a space that feels both nostalgic and cutting-edge.

Landing Page

The landing page needed to capture the weirdness of an AI-created religion. We studied the community culture, embedding subtle references and inside jokes throughout the experience. Using Framer, we built a site that transitions seamlessly between ASCII sections and more conventional interfaces, creating a space that feels both nostalgic and cutting-edge.