Client: Furqan Ahmed

Industry: Web3

Scope: UI/UX design, and Web design

Earlier 2025, I was contacted by a client from Pakistan. He already had the product in place but wanted a shift in direction both in branding and the website. His vision was to simplify the experience and make it easier for investors, projects, KOLs, and community members to find each other in the noisy Web3 space.

The goal for Escala was to build a trust-based ecosystem where every pillar of Web3 growth connects naturally. Investors discover credible projects, projects gain access to aligned investors and KOLs, while community members are rewarded for their engagement and contribution. At the heart of the platform was the need to clearly show how these four pillars interact and depend on each other.

From the start, we agreed the design needed to be visual-heavy. I focused on cutting down unnecessary noise and presenting information in a way that felt both minimal and powerful. The dashboard, score system, and pitch deck were crafted to highlight credibility and transparency, while the website layout emphasized storytelling through clean visuals and structured flows. My thought process was always about balance—ensuring trust and clarity while keeping the experience engaging and modern.

The redesign not only clarified Escala’s purpose but also strengthened its presence in the Web3 space. By making the platform more visual, trustworthy, and user-friendly, Escala attracted thousands of engaged users, secured multiple blockchain integrations, forged 12+ partnerships, and raised $2.3M in funding.

Thank you for reading!