The hardest part of redesigning my own site wasn't the design.

It was deleting the copy I wrote a year ago and admitting it sounded like nobody in particular.

Rebuilt the whole thing. Case study below.

Check it out

Deleting a year-old version of yourself is honestly the hardest part of any self-rebrand, copy included. What made the old lines feel so anonymous in hindsight, was it the tone or just that it was written for nobody in particular like you said?

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!