I lead design at Decent, an ops platform for onchain organizations, for the past 5 years. In my time there I guided the business through 2 significant rebrands and company pivots as it both grew and shrank in operating size. In the last pivot we had consolidated the business into a singular product and I had to rebuild its identity and product design systems from the ground up in order to position our product correctly for founders who are naturally more skeptical toward the complex gray areas of operating onchain. My team and I built an identity centered around trust, transparency and privacy-protection with a futurist approach that used flat design techniques in a clever way to create texture and depth.