Founded by Netmarble in 2022, MARBLEX aimed to lead in blockchain gaming. However, its initial focus on rapid technical development meant the brand got lost in complex Web3 mechanics, token exchanges, NFT trading, and the processes of the blockchain itself. By fixating on functionality, the brand lost sight of a critical truth: Gaming is supposed to be fun.

Creatively, 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 illustrations was drawn directly from Goby’s world.