Redesigning a Web3 Startup’s Website

Purpose for Profit is the world’s first on-chain endowment and tokenized credit fund, dedicated to Environmental, Social, and Governance (ESG) initiatives. By providing low-interest loans to businesses focused on sustainable communities and affordable housing, Purpose for Profit uses blockchain technology to drive lasting economic change and foster a more equitable, greener world.

Purpose for Profit’s original website was visually overwhelming, with imagery and a colour palette that didn’t align with the brand’s values or establish the credibility and trust essential to their mission of using blockchain to tackle issues like affordable housing and ESG initiatives.

Tasked with a 20-hour timeframe, we focused on creating a website redesign that would amplify the organization’s values, support marketing efforts, and improve investor readiness. The result? A polished, impactful website that effectively showcases the power of blockchain in advancing ESG initiatives.

In collaboration with Purpose for Profit, we focused on understanding their core values and aligning the design with their goals. The goal was to refine the website to build trust, showcase blockchain-driven ESG initiatives, and simplify the user experience. The project began with a detailed page-by-page audit and a thorough brand discussion, ensuring the website would be simple yet impactful—representing both the non-profit and blockchain-finance aesthetics. By using design principles inspired by traditional finance, we ensured that the site avoided common "crypto" visual elements, while still highlighting the technological innovation behind the mission.

Our design strategy was built around key principles:

Refining the Color Palette: The original magenta was updated to a deeper violet, merging trust (blue) and innovation (purple) to reflect Purpose for Profit’s mission. This modern colour scheme balanced cool blues, whites, and black text for readability.

Relevant, Authentic Imagery: We replaced visuals that didn’t align with the mission, curating photography that truly reflected the project’s values and focus on affordable housing and sustainability.

Streamlined Visual Design: Overwhelming design elements like gradients and wave patterns were removed, replaced by subtle dot grids referencing finance and blockchain for a clean, modern look.

Typography: We retained the Inter font for its modern, accessible feel and to reinforce the website’s professional yet approachable aesthetic.

Information Architecture: Simplified navigation, renaming “Community” to “News” for better clarity, and added intuitive navigation to make key content easier to find.

Refined Copy & CTAs: We worked closely with the client to refine messaging that supported the organization's mission, ensuring clear calls-to-action like “Learn More,” “Join Our Community,” and “Donate Now” for easy user engagement.

In just 20 hours, I transformed Purpose for Profit’s website into a cohesive, polished platform that clearly communicates their mission and inspires trust. This strategic redesign empowered the organization to:

Enhance Trust and Credibility: The refined visual identity and streamlined content build confidence with users, potential investors, and donors, reinforcing Purpose for Profit’s values and purpose.

Support Marketing Initiatives: With a clear, intuitive structure and actionable design, the website now effectively supports ongoing marketing and outreach efforts.

Enable Scalable Growth: The improved site lays a strong foundation for investor engagement and long-term growth in the ESG and blockchain space.

Six months post-launch, the site saw an average of 4,683 monthly organic visitors, reflecting strong SEO performance and validating the redesign’s impact on visibility and engagement..

The Purpose for Profit website redesign highlights how strategic design and rapid iteration can deliver impactful results—even within tight timelines. With a focus on trust-building, thoughtful refinement, and aligning visuals with Purpose for Profit’s blockchain-driven mission for affordable and sustainable housing, this project demonstrates how intentional Web3 design can empower startups to launch, scale, and foster meaningful engagement—accelerating positive impact.