Crafting brand identity and digital experience for a DeFi savings platform.
Services
Brand & Positioning
Visual Identity
Product Design
UX Design
Team
UX Designer
UI Designer
Developer
Role
Design Director
Client
PennyWorks
Unique identity creation
Conducted a thorough brand audit against 40 competitors to unveil intrinsic brand values and identify defining opportunities.
New brand architecture
Designed a logo that radiates calm. A clean, sun-inspired mark that nods to security and warmth—nothing corporate, nothing cold, just clarity and confidence at first glance.
Persimmon never looked so confident
To immediately distinguish Pennyworks, I strategically adopted a vibrant orange persimmon hue. This evocative color choice not only set it apart but also subtly conveyed connotations of luck and long-term growth.
A sun that says “you’re safe here”
Built a robust brand architecture with pillars and values, serving as the foundation for Pennyworks' distinct tone and expression.
200 screens.
Zero guesswork.
Every screen I designed had one job: get out of the user’s way. From onboarding to transactions, the UI was built to be intuitive, fast, and fully compliant—without ever feeling clinical.
Not just a launch.
A statement.
The digital experience we shipped wasn’t just usable—it was unmistakably PennyWorks. And the payoff? A successful platform launch and $2 million in pre-seed funding to prove it.
Product marketing website
