TraceX Branding Redesign Project
Pooja Pawar
Branding Redesign: Aligning TraceX with Its Mission
Overview
TraceX by Powerledger is a blockchain-powered energy traceability platform. It enables businesses to verify their renewable energy sources transparently.
However, the existing website and platform had key branding and accessibility challenges, leading to inconsistent user experience and usability concerns.
📍 Understanding Problem
TraceX’s website suffers from inconsistent branding, poor accessibility, and disjointed UI elements, leading to a confusing user experience and reduced trust in its blockchain-based energy traceability solution.
The website lacks a cohesive design system, with inconsistent colors, typography, and layouts, making navigation unintuitive. Low-contrast color choices and poor visual hierarchy create readability issues, impacting accessibility. These design flaws make it difficult for businesses and regulators to understand and trust the platform’s features, affecting engagement and credibility.
Accessibility Challenges
Low contrast in key UI elements, making readability difficult.
Poor color combinations that fail WCAG AA/AAA compliance.
Inconsistent layouts & UI elements, affecting navigation and usability.
Branding Issues
Inconsistent color usage, lacking a unified brand identity.
Typography and visual elements not aligned with a strong, professional brand presence.
Lack of a cohesive design system leading to varied UI styles.
Design Audit for Current Branding
Audit of Current Branding
Contrast visibility check for current branding
Testing contrast with existing branding
A/B Testing with current branding vs improvised version of current branding
Branding Enhancement: Aligning Colors with TraceX’s Vision
To create a stronger visual identity for TraceX, I proposed a new branding color palette that better reflects the platform’s core values of transparency, trust, and sustainability. The previous color scheme lacked cohesion and did not effectively communicate the renewable energy and blockchain themes. By implementing this refined color system, the website now conveys a modern, professional, and trustworthy feel, aligning seamlessly with TraceX’s mission of transparent energy traceability.
New proposed brand colors
Sample website design with new proposed brand colors
Other pages with new proposed brand colors
Project Status
This case study represents a live product that was successfully launched for a client and later discontinued. The work is included to demonstrate my design process and execution.
Client
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Posted Dec 27, 2025
I proposed a refined color palette that ensures the website visually aligns with TraceX’s blockchain-based energy traceability goals.
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Timeline
May 7, 2025 - Jun 14, 2025
Clients
Power Ledger
