From Dusk Network to Dusk; The Next Phase of Our Journey

Meet the new Dusk; Why a ‘typical crypto company’ rebranded into a corporate financial institution

Dusk is very excited to share our new brand, after an extensive rebranding phase. Let us tell you about the journey, what’s new, and explain why we decided on these features. 

Our new look is the result of months of work, ideas, decisions, and man-hours. We worked with a top-tier branding agency, Pony, and have spent countless hours refining how we want to present ourselves to our community, the broader crypto-space, and financial institutions and partners. 

So, with no further ado, let’s have a look at what our new look signifies. 

Rebranding journey

Firstly, the rebranding represents an evolution from being a start-up to a scale-up, and shows our maturity as a company as well as the scale and professionalism with which we work. Dusk was founded in 2018 and in that time we’ve worked tirelessly to create the technology to unite the worlds of crypto and real-world assets and to bring financial freedom and inclusion to everyone. 

This has seen us invest heavily in research and development as the tools we need do not yet exist. Our researchers and developers have been at the forefront of zero-knowledge proof (ZKP) research and are developing novel and innovative products like piecrust, our ZKP virtual machine, and Citadel, our ZKP licensing tool, a perfect fit for KYC and digital identities. 

Developing all of this infrastructure on our own has obviously been time-consuming, but ultimately worth it. Rome wasn’t built in a day, and neither is the future of finance. 

Dropping the “Network”

The most obvious change is that we are going from being called “Dusk Network” to “Dusk”. A seemingly small change, but it points to the fact that we are not “just” a network and have a variety of products and tools for institutions, businesses, and users. So while we are building a blockchain, that’s not all. 

We also have a new tagline; Regulated and Decentralized Finance. This includes regulated finance that is also decentralized, regulated, classic finance, and decentralized and novel finance. We are building the tools for anyone to transact in a way that is private and compliant, and builders, users, businesses, and institutions will use our technology in the way that best suits their needs. 

From research and development to strengthening partnerships and onboarding  businesses 

We find ourselves in a strong position in terms of partnerships, both with traditional institutions and newer blockchain companies. We are heavily focusing on running pilots to use our technology for a variety of use cases, from tokenizing traditional assets to new and innovative ideas that are only possible using blockchain. It’s incredibly exciting to see how some of the smartest people out there are envisioning using our technology and the game-changing possibilities that come with being able to tokenize real-world assets. 

We are also investing in and actively supporting other projects in our space, including OutDID, and we look forward to continuing to work hand-in-hand with anyone who values privacy and the mass adoption of blockchain technology. 

Back when we were founded, there weren’t really any regulations around blockchain and all we had was a belief from our founders that regulations would come and that people from all walks of life would want to tokenize real-world assets. With the introduction of MiCA and EUDI to name a few, and the amount of institutions beginning to use blockchain, we see how right they were. 

Real-world assets, Compliance, and Privacy

We want to reiterate our three pillars when it comes to what we are building; bringing real-world assets to people's wallets, compliance, and privacy. These three pillars underscore everything we’re building and every decision we make. 

We want everyone to have access to real-world financial instruments and to exert complete control over that which they own. Blockchain has not only made self-custody of any asset possible but it’s also made it possible to remove the barriers to entry for trading and innovating on traditional financial assets. 

Without compliance, mass adoption remains a fantasy. This is why we are such strong proponents of Regulated Decentralized Finance (RegDeFi). Without compliance and well-made regulations, crypto can never leave the crypto sandbox. So, it is of huge importance to us to not only stay compliant ourselves but to build in automated, programmable compliance so that anyone who builds on our network can stay compliant too. 

Finally, privacy. Dusk is often spoken about with other zero-knowledge projects,  and while this makes sense because zero-knowledge proofs are a key part of our tech stack, what we are building goes far beyond what is often said. We believe that privacy is, first and foremost, a right. We also recognize that without privacy institutions and traditional finance will never be able to use blockchain in a meaningful way. 

Our Layer 1, ZKP blockchain, along with Citadel and its off-chain version Shelter, allow everyone to transact in a way that is compliant and private. In fact, our privacy standards and capabilities often exceed what is offered currently, and can offer institutions and users increased privacy when compared with the current standard.

The future of finance shines bright

We are thrilled to be taking this next step in our journey and are grateful to find ourselves in a position where we have game-changing products, fantastic partners, and a regulatory context that will allow us to fully execute our vision. 

Thank you for being here and continuing to support us. We encourage you to have a look around our new brand, explore the website, and stay tuned for more. 

Watch the Rebranding Launch video below.