Securitize · 2023 — 2024
Reintroducing a Fintech Leader
As the sole designer at a digital-asset securities platform, I directed an external agency and contractor to deliver a full rebrand and website redesign in under six months — repositioning the brand to serve institutional and retail investors at once.
- Client
- Securitize
- Role
- Lead Founding Performance Designer
- Year
- 2023 — 2024
- Disciplines
- Brand Strategy, Art Direction, Campaign, UI Design, Motion
The Challenge
Securitize was known to institutions but invisible to individual investors. The pivot to B2C demanded a brand that could hold two audiences at once — credible enough for asset managers, approachable enough for first-time investors — without fracturing into two disconnected experiences.
The Approach
I architected a dual-audience identity system spanning color, typography, imagery, and digital-asset libraries, then designed and optimized the web UI in light and dark modes — motion included — for accessibility and usability. As the sole designer, I directed an agency and contractor to ship it all in under six months.
My Role
- Directed a full rebrand and website redesign in under 6 months
- Architected a dual-audience (B2B/B2C) identity system
- Built brand guidelines and design systems, enforced with engineering
- Designed light/dark web UI with motion; launched integrated campaigns across video, paid social, and events
- Led creative direction, design, and execution of acquisition and marketing campaigns for both B2C and B2B audiences
The Rebrand
Brand Strategy · Identity System · Web & Product UI · Motion
The new brand was built as a dual-audience identity system — logo and motion, color, typography, imagery, and iconography — then carried through the full website redesign and into the product UI in light and dark modes. Every element was documented and library-backed so the system held together across the entire experience.
Acquisition & Marketing Campaign
Art Direction · Campaign Design · Paid Social & Display · Production
With the new identity in place, I extended it into a performance-marketing engine to grow both of Securitize’s audiences at once — institutional allocators and individual investors. I designed the paid social and display campaigns that carried the refreshed brand into every acquisition touchpoint.
The problem was translating dense private-market value propositions — private credit, tokenized funds, flagship strategies, higher returns — into performance formats that stay credible and unmistakably on-brand while driving action. I built a flexible ad system with a disciplined messaging hierarchy and modular layouts that flexed across sizes, audiences, and placements, supporting the company’s growth targets across paid social and display.
