Pareto | Website for a Private Credit Marketplace

Pareto is a marketplace for scaled on-chain credit facilities, designed to replace traditional lending infrastructure and legacy loan origination processes. By removing bureaucratic and legal bottlenecks at every stage of the loan lifecycle, Pareto enables investors and institutions to operate more efficiently and transparently.

Since Pareto’s target audience includes experienced investors and crypto-investors, the goal was to avoid the typical "startup" look—no flashy visuals or exaggerated statements. Instead, the website needed to feel mature, structured, and professional, while still carrying a distinct visual character.

To shape the visual language, I drew inspiration from key financial symbols—especially money—without being too literal. The style of illustrations and use of patterns help evoke the idea of value and trust. A calm, reserved palette with shades of green reinforces the financial aesthetic, resulting in a look that feels both recognizable and refreshingly refined.