ZOE Ecosystem | Design Direction for Fintech Startup
Zoe Ecosystem is a set of blockchain-based tools for remote work aimed on freelancers and small digital businesses.
My role here was to develop unique brand voice which speaks product values through striking design and custom digital art.
My job also included coordinating design processes from presenting concepts to handling final design deliverables.
Responsibilities:
🔬 Performing design research and presenting my vision to product team;
🎯 Developing a distinct brand design style which reflects product’s vision;
⚙️ Conducting design work and coordinating workflow between Marketing/2D Art/Dev teams;
📝 Writing tasks, providing feedback and design documentation for Art & Dev;
🗂 Creating brand design guidelines;
🎢 Directing interface interactions and web animation;
🧑💻 Creating websites in motion and delivering design assets to Dev team.
Brand identity
Brand palette consists of natural, pastel colors which are rhymed with their bright, glowing variations. Dominant colder colors are balanced by warmer secondary colors. Calmer colors speak clarity and reliability, while brighter shades add a modern, progressivistic image.
Website design
This promotional landing page is designed to present general features of the product, highlighting its “hi-tech + ecology” image.
My job included creating website design from scratch, as well as conducting design work at all stages, expressing perspectives and presenting ideas for improvement to product team.
Art direction and illustration
I collaborated with a team of freelance digital artists who were focused on:
- Developing brand graphic style to match product’s vision;
- Gathering ideas, performing design research and creating concepts;
- Delivering custom 2D illustrations, icons, and other visual assets.
Motion design
My work on website design included user interactions and web animations.
I delivered visual web assets specifically tailored to motion design, and been supporting front-end team with interactive prototypes and video previews.
👩🏽💻 Art Direction & Concept Art: Ade Hu
👩🏻💻 2D Illustration: Kris Kamisame
👨🏼💻 Product Design: Sasha Pylypenko
— Hey, it’s nice to meet you!
I’m a multidisciplinary designer focused on building digital experiences.
Have a project for me? Hit me at hello@sasha.fyi