Founding design for a web3 lending protocol across brand, product, motion and marketing collateral
Marketing spread showing how the same visual system carried across launch channels.
The Challenge
As founding designer, I was responsible for four parallel tracks: brand identity, product UX/UI, motion behavior and launch collateral.
The team had limited runway and needed a launch-ready product and communication package between October and December 2024 to support the Q1 2025 release.
The product targeted experienced web3 users, so every touchpoint had to communicate speed, clarity and trust from first visit to execution.
The Diagnosis
The risk was not limited to UI. If brand language, interface behavior, animation cues and marketing assets were inconsistent, users could lose confidence before connecting a wallet.
The product also had to serve two audiences at once: advanced users who wanted speed and less experienced users who needed guidance before committing capital.
The Prescription
I built one operating system across product and go-to-market: visual identity, component patterns, motion rules and collateral templates.
Scope was reduced to core lending and borrowing workflows. Reusable components and shared messaging were prioritized so design and engineering could move quickly without reworking assets for each channel.
The Execution
I created the brand direction, designed the full product flow, defined interaction and transition animation and produced launch collateral for web, social and stakeholder communication.
Design and engineering ran in parallel. From concept to release package, delivery took 16 weeks and supported the protocol launch in Q1 2025.
Seamless Lending Interaction
One-Tap Borrowing
Automated Strategy Execution
Moment 1: Branding System & Trust Foundation
The protocol needed a trust signal before users evaluated lending terms. Brand, UI, motion and launch assets could not feel disconnected.
I built a single brand system across typography, color, messaging and motion principles then applied it to product screens and launch collateral. The same structure supported the 'Light Speed Liquidity' narrative across channels.
Users received a consistent trust signal from first impression to product interaction and the team shipped assets faster with fewer design revisions.
Moment 2: Onboarding & Value Clarity
The launch experience had to explain value to first-time visitors while allowing experienced users to scan rates immediately.
I defined the core message around 'Light Speed Liquidity', aligned the hero hierarchy to that message and surfaced Top APY and Lowest Interest above the fold. I also introduced an Estimate tab so users could preview terms before connecting a wallet.
One screen handled both brand communication and transaction intent, reducing friction between discovery and action.
Moment 3: Core Lending Flow
In volatile conditions, users needed to configure offers quickly without moving across multiple screens. They also needed clear feedback before committing capital.
I designed a single lending modal that centralized Duration, APY, LTV, ETH Amount, projected earnings and risk controls. I also defined motion and state transitions so inputs, confirmations and status changes were easy to read. In collaboration with engineering, we implemented Auto-Lending and Auto-Foreclose to reduce repeated manual setup.
Users could evaluate and execute lending decisions from one panel, with fewer repeated actions for active lenders.
System-level Figma board showing components, modal states and page builds used to keep the MVP consistent and fast to ship.
Impact
- Delivered a launch-ready package across brand, product, motion and marketing collateral in 16 weeks
- Built a unified design-to-engineering pipeline that allowed us to ship a full web3 lending MVP across desktop and mobile in 16 weeks
- Reduced production overhead by reusing one visual and messaging system across product and launch channels