Most storage solutions treat data like a filing cabinet instead of fuel for an active system. The result? As much as $3 trillion worth of data sits untapped annually. Enter Irys, the first programmable datachain where data doesn’t just exist but actively executes instructions and triggers smart contracts. It brings data to life.

When Irys approached Studio Freight, they had developed groundbreaking technology and amassed a large community, but their brand felt temporary. SF worked with their team to form a brand and digital presence that promises more than sophisticated engineering with literal, node-based explanations of features.

The creative breakthrough emerged from an unexpected direction. Rather than chasing typical tech aesthetics, we explored a specific kind of nostalgia rooted in 90s anime culture. Not retro typography or throwback graphics, but the atmospheric warmth of watching Dragon Ball Z on weekend mornings.