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.

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Yooo this visual language is great🔥

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?

Explore the ICME landing-page project →

This is amazing, man.

Good job!