Blockchain Startup – Building a Brand

I joined Project Nexus as the Design Director to create a brand and digital experience with an authentic and empathetic perspective on the fintech industry.

This was a great opportunity for me to play a very hands-on role defining the design direction of the early stage start up.

Project Nexus is an all-in-one investment solution for Crypto, Real-Estate and Stocks.

We were a fully remote team spread across UK, Germany, Vietnam, Pakistan & Iran with the head office in Dubai.

Project

Digital Transformation

Client

Project Nexus.App

My Role

Design Director
UI/UX App Design, Responsive Web Design, Branding, Social Media, OOH Ads, Illustration Systems, Pitch/Presentation Decks & Motion Graphics.
Building and mentoring a team of multi-disciplinary designers and copywriters.

CREATING BRAND VALUE THROUGH DESIGN

Brand Identity & Website

Challenge:
The original brand identity was a Frankenstein of designers work from previous months. The website had a poor user experience, inconsistent branding with limited information causing frustration and confusion for customers while navigating the site.

Solution:
I started by creating a new brand identity, modern geometric fonts, fresh colour pallet and a new illustration style which was easily recognisable and set them apart from the competition.

Impact:
Clear navigation, fresh branding and well presented content – we were able to demonstrate the companies expertise and build credibility within the industry.

ANIMATING WITH PURPOSE

Motion Design Language

I defined and documented the Motion Design System, with After Effects and Figma templates for designers, Motion Tokens for engineers & Confluence documentation and reference videos for the wider team.

A well defined Motion Design Language connects brand values to a like-minded audience, allowing us to forge deeper emotional connections.

Creating Motion Principles and Guidelines which match your brands personality – make more cohesive and consistent product decisions going forward.

Values – How we as a brand approach motion design.
Principles – A set of principles to guide the team in creating consistent, on-brand animations.

Benefits for the business:
The Motion Design System will create repeatability in motion-patterns, time savings with motion-tokens for engineers and ux consistencies throughout the customer journey.

Benefits for our customers:
Motion with purpose helps customers navigate our products, tells a better brand story and can create deeper emotional connections.

PROTOTYPE VIDEO

App Walk Through

I created this video in After Effects & it was used as an app overview to entice potential investors.

LET’S GET SOCIAL

Marketing & Digital Creative Guidelines

I set the brand design direction, ran workshops to define the content pillars and themes, then created the Social Media and Digital Creative Guidelines brand book.

For Static Marketing Content, I built a Design System in Figma for creating Social Assets with components & variants which allowed my team to scale with speed and consistency.

For Video Marketing Content, I created responsive After Effects templates with custom-presets for animated text. I also defined motion-tokens so we could have consistent brand animations, intros & outros.

I lead all creation and delivery of dynamic creative design work from conception through to production. Collaborating with internal teams & external Marketing & PR companies – researching, brainstorming and creating new marketing concepts across social, websites, display ads, email marketing, video, print, event branding and promotional material.

I was the brand guardian ensuring all creative production was on-brand, on-brief and meeting accessibility standards.

OOH / OUT OF HOME

Outdoor Advertising

These were concepts I created based on the core business proposition where customers were able to invest in tokenised real-estate for as low as £5.