How do you make crypto feel as secure as a vault and as personal as a handshake?

Forget the cryptic interfaces and endless regulatory jargon. We injected humanity into crypto.

Kraken faced the challenge of refining its brand positioning to stand out in the fast-evolving crypto landscape. At the heart of this transformation was the goal to make security and transparency more tangible and relatable for everyday users. Kraken aimed to establish itself as the go-to platform for safe and secure crypto transactions, while also nurturing a close, trustworthy connection with users. This new vision was brought to life through a collaboration with a talented team of designers who crafted a visual and communication strategy that underscores Kraken's commitment to reliability and scale in the crypto world.

A modern and human approach

Partnering and collaborating with both internal and external creative teams, I played a pivotal role in driving conceptual innovation and pushing the design envelope forward.

Our collaborative efforts extended beyond mere visuals; they resonated with the brand's very essence, creating a cohesive and compelling narrative that left a lasting impression. This journey wasn't just about design; it was about orchestrating a symphony of creative designers toward the end goal.

Rapid growth and a vibrant crypto scene required a consistent approach.

A design at scale effort, aiming to emphasize privacy as a human-centric, constant concern. The objective was to establish Krypto as a beacon of privacy and intimacy, fostering a closer connection with users.

Kraken’s first design system to help standardize and streamline design elements from brand, marketing and across all digital products and platforms. Creating a scalable platform. Enabling efficient expansion and growth across every internal product(s) and multiple external channels and markets. Collaboration between product, marketing and brand. Removing silos and drive an effort towards a cohesive messaging and consistent user experiences across all touchpoints.

Collaborating with designers across each product, our team embarked on a journey to translate this vision into actionable design outcomes.

This open-source powerhouse leverages the power of our Kraken Design Language and empowers you with:

Ready-to-use code components

Intuitive design tools and resources

Comprehensive human interface guidelines

A collaborative community of designers

Designing at scale

We will put the power in the hands of the user, inviting them to choose between different paths in the experience. In a conversational style, we will provide the right level of information and guidance, based on the user’s familiarity with the crypto world. We will also use an illustration style to bring humanity and a strong personality in a way that it feels sleek and simple.

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Posted Nov 5, 2024

When Kraken needed a brand transformation to scale trust and approachability, we set out to redefine the way people perceive crypto security. From visual identi

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