Designing a Competitive Brand Identity and User Experience for a Promising Crypto Startup
A promising financial technology startup aimed to disrupt the financial services landscape with a peer-to-peer payment, commercial wallet, and blockchain asset management platform. However, they recognized that to make a significant impact in this competitive sector, it required a compelling brand and an experience that was convenient, valuable, and supportive for users.
Chameleon Collective began by identifying and recruiting users that resonated with the startup’s value proposition. By conducting user interviews, we were able to inform and validate the strategic direction, generating insights to optimize user archetypes for both experience and marketing efforts. Concurrently, we redesigned the brand, defining optimal market positioning and crafting clear, compelling messaging. We also developed visual artifacts that embodied the new brand identity and geared the company towards organic user acquisition.
The comprehensive brand redesign and repositioning placed the new company on a faster track to organic growth through user acquisition. By anchoring the redesign process in user insights, we ensured the brand resonated with target users, fostering engagement and loyalty. The startup emerged with a more vibrant and user-centric brand, positioned optimally in the market, and equipped with digital screens, prioritized user flows, and a design system — vital tools for its mission to disrupt the financial services landscape.