Ninety Eight, previously recognized as Coin98, is a distinguished Web 3.0 entity originating from Vietnam. Recognizing the need for transformation, they approached Rice with a vision of evolving into an all-encompassing ecosystem that promotes innovation and unifies companies with a mutual mission - the pursuit of unlocking and empowering human potential. They were cognizant of potential impediments, such as their name's association with gambling, an exclusive image, and constrained brand architecture, and thus sought a comprehensive rebrand.

In response to this, Rice undertook the task of redefining and elevating the brand. The brand was renamed Ninety Eight, a testament to its origins while encapsulating a forward-looking perspective. The rebranding process involved the formulation of a new brand architecture, positioning Ninety Eight as the guiding entity. This allowed for the accommodation of various brands connecting, without diminishing their identities. Within this blueprint Ninety Eight can emphasize the importance of education, human-centric narratives, and a collective endeavor toward empowering human potential.

Rice engineered a unique identity for Ninety Eight, establishing it as an independent, enduring brand. The reimagined identity balances the preservation of legacy geometric elements while creating a platform for supporting many kinds of futures.