The brand had core elements like a logo and colours. but lacked a structured system of components, typography, and motion principles. Production takes twice as long for even seasonal campaigns. Brand is not scalable across different channels such as the website, campaigns, and social media.

Goal

Create a visual identity that would show Chainflip as an established company in space, not a startup anymore. Redesign and grow a website that now connects the four pieces of the puzzle: swappers, liquidity providers, integrators, and lenders. Build tools that could speed up production times and be used by non-designers.

Developed a modular design system covering color, typography, iconography, and motion. Created a logo animation system, launch videos for major product releases, and a full brand guidelines guidelines. Applied across website, social, and campaigns.

Results

Built a consistent, recognisable brand identity that woks across elements and channels.

Twitter grew from 10k to 82k followers in 12 months.

Animated launch campaigns saw 10x more engagement than static.

Website traffic up 24% and new users up 50% following the rebrand. Constistent increase of monthly users.

Website traffic up 24% and new users up 50% following the rebrand.
Constistent increase of monthly users.

Exceeded TRON campaign volume targets by 50%.

The before

Chainflip's style wasn't fully defined, felt cohesiveness and was hard to scale across all platforms.

New identity and guidebook

New guidebook covered everything from colours, typography, illustrations and brand elements, as well as brand and product directions.

#FF33AF

Neon Pink

Bold, Deceintralized and Unstoppable.
It’s the colour of breaking old systems

and building new ones.

#46DA93

Electric green

Fast, Trustless, and Always On.
It’s the color of transactions, staking,
and the decentralized pulse.

A new brand book ensured consistency across platforms and became the source of truth for everyone on the team.

In addition, I lead a project with motion, executing for GTMs, campaigns and product launches.

Designing launch campaigns from identity to motion design

Designing launch campaigns from identity
to motion design

Over 3.5 years, I supported the launches of 3 new chains, company grew from 1 product to 4 targeting different audiences, and integrated more than 20 new integrators. I designed campaigns together with marketing, product and engineering teams.