Rebranding and website design for BeInCrypto

BeInCrypto is one of the biggest crypto news platforms worldwide, live in 12 languages. As the company grew fast, its identity hadn't kept pace, it was missing the strong, inspiring personality that matched where the brand was heading.

As Design Lead, I led the development of a new brand strategy and identity alongside the Marketing department.

I started with a workshop to align the board around one shared vision: who the audience actually was, what the mission was, and what BeInCrypto's personality should feel like. That surfaced a target audience of young men starting out in crypto, plus investors and industry professionals across Europe, the US, South America, and India, tech-savvy and anti-system, but not wanting to go too deep into the technical weeds.

We built the brand's personality around three archetypes, sage, creator, explorer, with values rooted in trust, speed, quality, and approachability. A second workshop turned that into four fictional personas, and after debate, the board landed on "Alex, the crypto explorer" as the primary focus going forward.

In parallel, I ran a UX audit of the product. The site's revenue leaned heavily on banner conversion, and Google's SEO policy changes were already cutting into traffic, so usability mattered as much as the rebrand itself. A heuristic evaluation across ten categories surfaced five major issues, no clear brand identity, too much visual noise, unclear information architecture, inefficient UI, and no system feedback for users. A competitor analysis against Coindesk, Decrypt, The Block, and Forbes Crypto backed the case for a full redesign, not just a visual refresh.

From there we rebuilt the information architecture, added Hotjar to track real navigation behaviour (which flagged early drop-offs, dead zones, and share icons nobody used), and tested a prototype with 30 users through Maze, 80% of them newbies to crypto. Navigation felt intuitive, but participants called the interface forgettable and said it lacked any real brand identity, exactly the gap the rebrand needed to close.

With the target persona and usability findings in hand, we developed two design directions: one bold and daring with pixel-modern type and bright 2D/3D graphics aimed at a millennial audience, the other built around gamification, sharp shapes, and clean typography designed to keep readers engaged without fatigue.

We tested both with a poll of 30 users matching the target audience, and the gamified direction won, becoming BeInCrypto's new brand identity, including a dark mode version.