TraceX Branding Redesign Project

Portfolio project

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.