Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
Exonymbuildstechnologythatenablessafe,federatedwebgovernance
Exonymbuildstechnologythatenablessafe,federatedwebgovernance
Exonymbuildstechnologythatenablessafe,federatedwebgovernance
Exonymbuildstechnologythatenablessafe,federatedwebgovernance
Co-founder, COO (Strategy & Brand)
2022 – 2024
Brand identity
Brand identity
Creative direction
Creative direction
Website
Website
UX/UI design
UX/UI design
Narrative & positioning
Narrative & positioning
Content strategy
Content strategy
Exonym
My role
Co-founder and COO leading brand strategy, content & communications, UX/UI
Industry
Civic tech, digital rights, web governance, web infrastructure
Timeframe
2022 – 2024
75+
expert interviews
Validated core web governance model
75+
expert interviews
Validated core web governance model
75+
expert interviews
Validated core web governance model
75+
expert interviews
Validated core web governance model
7
partners
Exploring deployment opportunities
7
partners
Exploring deployment opportunities
7
partners
Exploring deployment opportunities
7
partners
Exploring deployment opportunities
15k+
unique visitors
First six months web traffic (zero paid promotion)
15k+
unique visitors
First six months web traffic (zero paid promotion)
15k+
unique visitors
First six months web traffic (zero paid promotion)
15k+
unique visitors
First six months web traffic (zero paid promotion)
About
Exonym builds privacy-preserving Decentralised Rulebooks, a shared governance infrastructure that lets platforms, institutions, and NGOs establish rules online without centralised control.
About
Exonym builds privacy-preserving Decentralised Rulebooks, a shared governance infrastructure that lets platforms, institutions, and NGOs establish rules online without centralised control.
About
Exonym builds privacy-preserving Decentralised Rulebooks, a shared governance infrastructure that lets platforms, institutions, and NGOs establish rules online without centralised control.
About
Exonym builds privacy-preserving Decentralised Rulebooks, a shared governance infrastructure that lets platforms, institutions, and NGOs establish rules online without centralised control.
The problem
Our first milestone was to validate the system. Exonym’s technical solution was strong, but we had no reputation, no budget, and no time for community building.
To get world-class experts to take in-depth calls with us, we needed to communicate a radical, complex system with instant credibility and clarity.
The problem
Our first milestone was to validate the system. Exonym’s technical solution was strong, but we had no reputation, no budget, and no time for community building.
To get world-class experts to take in-depth calls with us, we needed to communicate a radical, complex system with instant credibility and clarity.
The problem
Our first milestone was to validate the system. Exonym’s technical solution was strong, but we had no reputation, no budget, and no time for community building.
To get world-class experts to take in-depth calls with us, we needed to communicate a radical, complex system with instant credibility and clarity.
The problem
Our first milestone was to validate the system. Exonym’s technical solution was strong, but we had no reputation, no budget, and no time for community building.
To get world-class experts to take in-depth calls with us, we needed to communicate a radical, complex system with instant credibility and clarity.
Context & constraints
To keep incentives aligned with democratic governance, Exonym avoided traditional VC funding. This meant no marketing budget and limited time to secure deployment partners.
My work needed to:
Establish trust through a coherent identity and website
Translate the technical architecture into accessible narrative and visuals
Scale outreach to experts in diverse domains, while keeping messages tailored and relevant
Context & constraints
To keep incentives aligned with democratic governance, Exonym avoided traditional VC funding. This meant no marketing budget and limited time to secure deployment partners.
My work needed to:
Establish trust through a coherent identity and website
Translate the technical architecture into accessible narrative and visuals
Scale outreach to experts in diverse domains, while keeping messages tailored and relevant
Context & constraints
To keep incentives aligned with democratic governance, Exonym avoided traditional VC funding. This meant no marketing budget and limited time to secure deployment partners.
My work needed to:
Establish trust through a coherent identity and website
Translate the technical architecture into accessible narrative and visuals
Scale outreach to experts in diverse domains, while keeping messages tailored and relevant
Context & constraints
To keep incentives aligned with democratic governance, Exonym avoided traditional VC funding. This meant no marketing budget and limited time to secure deployment partners.
My work needed to:
Establish trust through a coherent identity and website
Translate the technical architecture into accessible narrative and visuals
Scale outreach to experts in diverse domains, while keeping messages tailored and relevant

Exonym’s mission: 'Rebuild web governance for the Information Age'

Exonym’s mission: 'Rebuild web governance for the Information Age'

Exonym’s mission: 'Rebuild web governance for the Information Age'

Exonym’s mission: 'Rebuild web governance for the Information Age'
Positioning
We positioned Exonym as a new layer of web governance: shared infrastructure that lets platforms, regulators, and users define rules and enforce them without centralised control.
Rulebooks make governance portable across platforms; users can prove they meet standards without disclosing their identity.
Positioning
We positioned Exonym as a new layer of web governance: shared infrastructure that lets platforms, regulators, and users define rules and enforce them without centralised control.
Rulebooks make governance portable across platforms; users can prove they meet standards without disclosing their identity.
Positioning
We positioned Exonym as a new layer of web governance: shared infrastructure that lets platforms, regulators, and users define rules and enforce them without centralised control.
Rulebooks make governance portable across platforms; users can prove they meet standards without disclosing their identity.
Positioning
We positioned Exonym as a new layer of web governance: shared infrastructure that lets platforms, regulators, and users define rules and enforce them without centralised control.
Rulebooks make governance portable across platforms; users can prove they meet standards without disclosing their identity.

Strategic pillars

Strategic pillars

Strategic pillars

Strategic pillars
Brand system
The identity balances frontier technology with institutional stability: foundational, protective, and quietly authoritative.
Brand system
The identity balances frontier technology with institutional stability: foundational, protective, and quietly authoritative.
Brand system
The identity balances frontier technology with institutional stability: foundational, protective, and quietly authoritative.
Brand system
The identity balances frontier technology with institutional stability: foundational, protective, and quietly authoritative.

Logo lock-up (mark, symbol, wordmark)

Logo lock-up (mark, symbol, wordmark)

Logo lock-up (mark, symbol, wordmark)

Logo lock-up (mark, symbol, wordmark)

Light-mode & dark-mode logo; optical refinements

The diagonal grid introduces subtle dynamism without sacrificing stability, paired with a restrained, institutional wordmark

Light-mode & dark-mode logo; optical refinements

The diagonal grid introduces subtle dynamism without sacrificing stability, paired with a restrained, institutional wordmark

Light-mode & dark-mode logo; optical refinements

The diagonal grid introduces subtle dynamism without sacrificing stability, paired with a restrained, institutional wordmark

Light-mode & dark-mode logo; optical refinements

The diagonal grid introduces subtle dynamism without sacrificing stability, paired with a restrained, institutional wordmark

Colour palette tuned for calm, authority, and stability

Type system balances contemporary character with timeless reliability: Almarena for the project’s voice, Arial for compatibility across the web

Colour palette tuned for calm, authority, and stability

Type system balances contemporary character with timeless reliability: Almarena for the project’s voice, Arial for compatibility across the web

Colour palette tuned for calm, authority, and stability

Type system balances contemporary character with timeless reliability: Almarena for the project’s voice, Arial for compatibility across the web

Colour palette tuned for calm, authority, and stability

Type system balances contemporary character with timeless reliability: Almarena for the project’s voice, Arial for compatibility across the web
Art direction
I art-directed an AI image library to translate abstract concepts (proofs, governance, trust networks) into clear, emotive visuals.
Editorial standards kept the imagery coherent while leaving room for range and evolution over time.
Art direction
I art-directed an AI image library to translate abstract concepts (proofs, governance, trust networks) into clear, emotive visuals.
Editorial standards kept the imagery coherent while leaving room for range and evolution over time.
Art direction
I art-directed an AI image library to translate abstract concepts (proofs, governance, trust networks) into clear, emotive visuals.
Editorial standards kept the imagery coherent while leaving room for range and evolution over time.
Art direction
I art-directed an AI image library to translate abstract concepts (proofs, governance, trust networks) into clear, emotive visuals.
Editorial standards kept the imagery coherent while leaving room for range and evolution over time.





















Curated, non-photographic imagery with recurring trust and network motifs; reviewed to resolve any unintentional artifacts and maintain consistency

Curated, non-photographic imagery with recurring trust and network motifs; reviewed to resolve any unintentional artifacts and maintain consistency

Curated, non-photographic imagery with recurring trust and network motifs; reviewed to resolve any unintentional artifacts and maintain consistency

Curated, non-photographic imagery with recurring trust and network motifs; reviewed to resolve any unintentional artifacts and maintain consistency
Website
The website was a critical trust signal for researchers, NGOs, policymakers, and developers. I designed the information architecture to guide each audience from 'What is this?' to 'How can we use it?'
Within six months, the site attracted 15k+ unique visitors from 58 countries with no paid promotion.
Website
The website was a critical trust signal for researchers, NGOs, policymakers, and developers. I designed the information architecture to guide each audience from 'What is this?' to 'How can we use it?'
Within six months, the site attracted 15k+ unique visitors from 58 countries with no paid promotion.
Website
The website was a critical trust signal for researchers, NGOs, policymakers, and developers. I designed the information architecture to guide each audience from 'What is this?' to 'How can we use it?'
Within six months, the site attracted 15k+ unique visitors from 58 countries with no paid promotion.
Website
The website was a critical trust signal for researchers, NGOs, policymakers, and developers. I designed the information architecture to guide each audience from 'What is this?' to 'How can we use it?'
Within six months, the site attracted 15k+ unique visitors from 58 countries with no paid promotion.





Key website layouts: Each section addressed a specific audience need, including simple diagrams for newcomers, essays for domain experts, video tutorials for devs, and clear next steps for partners

Key website layouts: Each section addressed a specific audience need, including simple diagrams for newcomers, essays for domain experts, video tutorials for devs, and clear next steps for partners

Key website layouts: Each section addressed a specific audience need, including simple diagrams for newcomers, essays for domain experts, video tutorials for devs, and clear next steps for partners

Key website layouts: Each section addressed a specific audience need, including simple diagrams for newcomers, essays for domain experts, video tutorials for devs, and clear next steps for partners

A user follows a Rulebook and receives a portable credential; they can use it across platforms to prove they follow agreed standards, unlocking visibility and trust without revealing their identity

Rulebooks, Leads, and Moderators form a federated governance network; institutions define rules, Moderators manage credentials, and users access services with those credentials—distributing authority instead of centralising it

A user follows a Rulebook and receives a portable credential; they can use it across platforms to prove they follow agreed standards, unlocking visibility and trust without revealing their identity

Rulebooks, Leads, and Moderators form a federated governance network; institutions define rules, Moderators manage credentials, and users access services with those credentials—distributing authority instead of centralising it

A user follows a Rulebook and receives a portable credential; they can use it across platforms to prove they follow agreed standards, unlocking visibility and trust without revealing their identity

Rulebooks, Leads, and Moderators form a federated governance network; institutions define rules, Moderators manage credentials, and users access services with those credentials—distributing authority instead of centralising it

A user follows a Rulebook and receives a portable credential; they can use it across platforms to prove they follow agreed standards, unlocking visibility and trust without revealing their identity

Rulebooks, Leads, and Moderators form a federated governance network; institutions define rules, Moderators manage credentials, and users access services with those credentials—distributing authority instead of centralising it




Expert validation & early partnerships
To validate our solution, I built and ran a targeted outreach system to open contact with experts in digital rights, misinformation, energy commons, antitrust, and AI safety.
This led to 75+ expert interviews and conversations with seven key partners exploring early deployments – strong evidence that the system resonated with serious, real-world opportunities.
Additionally, we published an essay in the UN’s Internet Governance Forum Dynamic Coalition annual report (2023) and presented the work to the Global Forum for Media Development.
Expert validation & early partnerships
To validate our solution, I built and ran a targeted outreach system to open contact with experts in digital rights, misinformation, energy commons, antitrust, and AI safety.
This led to 75+ expert interviews and conversations with seven key partners exploring early deployments – strong evidence that the system resonated with serious, real-world opportunities.
Additionally, we published an essay in the UN’s Internet Governance Forum Dynamic Coalition annual report (2023) and presented the work to the Global Forum for Media Development.
Expert validation & early partnerships
To validate our solution, I built and ran a targeted outreach system to open contact with experts in digital rights, misinformation, energy commons, antitrust, and AI safety.
This led to 75+ expert interviews and conversations with seven key partners exploring early deployments – strong evidence that the system resonated with serious, real-world opportunities.
Additionally, we published an essay in the UN’s Internet Governance Forum Dynamic Coalition annual report (2023) and presented the work to the Global Forum for Media Development.
Expert validation & early partnerships
To validate our solution, I built and ran a targeted outreach system to open contact with experts in digital rights, misinformation, energy commons, antitrust, and AI safety.
This led to 75+ expert interviews and conversations with seven key partners exploring early deployments – strong evidence that the system resonated with serious, real-world opportunities.
Additionally, we published an essay in the UN’s Internet Governance Forum Dynamic Coalition annual report (2023) and presented the work to the Global Forum for Media Development.
Reflection
Exonym reinforced my ability to translate deep, technical systems into clear narrative, credible design, and structured user journeys.
With no external funding or reputation, we still earned trust from senior researchers and global practitioners. It proved that clarity and craft can push public-interest work forward, even in high-trust domains.
Reflection
Exonym reinforced my ability to translate deep, technical systems into clear narrative, credible design, and structured user journeys.
With no external funding or reputation, we still earned trust from senior researchers and global practitioners. It proved that clarity and craft can push public-interest work forward, even in high-trust domains.
Reflection
Exonym reinforced my ability to translate deep, technical systems into clear narrative, credible design, and structured user journeys.
With no external funding or reputation, we still earned trust from senior researchers and global practitioners. It proved that clarity and craft can push public-interest work forward, even in high-trust domains.
Reflection
Exonym reinforced my ability to translate deep, technical systems into clear narrative, credible design, and structured user journeys.
With no external funding or reputation, we still earned trust from senior researchers and global practitioners. It proved that clarity and craft can push public-interest work forward, even in high-trust domains.

Concept image: Exonym branding applied in a conference context

Concept image: Exonym branding applied in a conference context

Concept image: Exonym branding applied in a conference context

Concept image: Exonym branding applied in a conference context
Bryce’s work on Exonym’s brand and messaging was critical for experts and institutions to take us seriously.
—
Mike Harris
Exonym co-founder, CEO

Bryce’s work on Exonym’s brand and messaging was critical for experts and institutions to take us seriously.
—
Mike Harris
Exonym co-founder, CEO

Bryce’s work on Exonym’s brand and messaging was critical for experts and institutions to take us seriously.
—
Mike Harris
Exonym co-founder, CEO

Bryce’s work on Exonym’s brand and messaging was critical for experts and institutions to take us seriously.
—
Mike Harris
Exonym co-founder, CEO

Team
Mike Harris
CTO, strategy
Tobias Steffen
Lead-gen & sales
Kevin Rosenthal
Marketing support
Team
Mike Harris
CTO, strategy
Tobias Steffen
Lead-gen & sales
Kevin Rosenthal
Marketing support
Team
Mike Harris
CTO, strategy
Tobias Steffen
Lead-gen & sales
Kevin Rosenthal
Marketing support
Team
Mike Harris
CTO, strategy
Tobias Steffen
Lead-gen & sales
Kevin Rosenthal
Marketing support
Chief Marketing Officer
Chief Marketing Officer
Chief Marketing Officer
Chief Marketing Officer
Communications strategy
Communications strategy
Communications strategy
Communications strategy
Creative direction
Creative direction
Creative direction
Creative direction
Content systems
Content systems
Content systems
Content systems


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Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
London
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
London
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem