Thorchain didn't design the thorchads.
Farcaster didn't designed DEGEN.
.. there are many examples like this in web3. 

This is something weird and sometimes hard in web3 brand design and storytelling at least for me. You need to build brands that are stand-alone and inspiring, but also leave enough space to be taken over by the community, ... 

Your communities are becoming your brand, and that is a) very hard to control, b) very hard to design for. Movements starts more with voice, and mindset, then logo and visuals.

So you need to think about a brand that plants the right seeds, that creates a mindset, that can start movements, but also create a brand, that can be a stand alone... 