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I was handed a logo and a color palette. The client needed everything else — the system that turns a few brand decisions into a working enterprise product.
The project: a from-scratch redesign of an eIDAS-compliant B2B signature platform. Legally binding document workflows, enterprise customers, zero room for ambiguity.
I built the system in a deliberate order: icons → tokens → components → screens. Each layer constrained the one above it. That order is the whole method — by the time the first screen was designed, the system underneath was already stable. Screens demonstrated the system instead of driving it.
The token architecture had three layers: global primitives, alias tokens that describe intent (surface.primary, border.subtle), and component tokens that bind intent to elements. Sounds academic — until the team grew and other designers started building on top of my foundation. Some of my decisions held. Others got changed.
The token architecture absorbed both without breaking. That's the only test that matters.
A system that can't be changed isn't a system — it's a style guide.
Full case study — the setup, the build order, and three surfaces where the system did real work: bozenabulat.com/projects/b2b-signature-platform-redesign
bozenabulat.com
B2B Signature Platform Redesign
A token-based design system for a B2B signature platform built on an enterprise CRM. Turned inherited brand foundations into a scalable architecture.
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What should a platform for tokenized private equity look like?
Probably not like another traditional bank.
For ICME, the client wanted a visual direction that felt modern, disruptive, and native to a new kind of financial market.
The challenge was finding the balance: make the experience bold enough to feel different, while keeping a complex product understandable and credible.
I developed a digital-brutalist direction with retrofuturist touches - oversized typography, hard contrast, pixel textures, raw layouts, blue gradients, and controlled motion.
I worked with Arash Attar and the ICME team across the landing page and parts of the wider product interface. This video focuses specifically on the landing-page experience.
The goal was to:
— Explain tokenized private-company equity more clearly
— Create a memorable visual identity for the product
— Speak to both investors and founders
— Make financial technology feel ambitious rather than conventional
Would this visual direction make you want to explore the product - or should financial platforms feel more restrained?
This is amazing, man.
Good job!
Looks Clean! The gradient on the middle post design 😍
Brand Identity for Propane
Propane is an experience-led platform firm that helps organizations sell and scale complex offerings. We operate between traditional agencies and large
consultancies: strategic, but accountable to what actually gets built.
The brand identity for Propane is built as a disciplined, scalable system that
reflects its role as an experience-led platform firm operating between agencies and consultancies. Positioned at the intersection of human-centered thinking and industrial-grade complexity, the identity resolves this tension with calm confidence—balancing precision, systems logic, and usability without leaning into coldness or superficial warmth.
View full project and more structured context on the link above or my profile.
Feel free to share your constructive feedback ⚡
Yooo this visual language is great🔥
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