serbinov.com RUEN
frame/caseElement Group
← Work

A visual language for US blockchain startups in the year of token sales

CompanyElement Group, USA
Years2017–18
RoleDesign Team Lead
ProductToken sales for blockchain startups
Element Group, blockchain startups
4blockchain projects: SENSE, BLOCKv, WAX, Ripio Credit Network
5+contractors on the team: graphics, UI/UX, motion, 3D, illustration
$250Min tokens sold by these projects combined, per their public pages

Context

Element Group was a US consultancy in the digital asset market. It guided American blockchain startups on their way to a token offering

In 2017–18 projects raised money by selling tokens long before the product was ready. In July 2017 the SEC said such tokens could be treated as securities

I was the Design Team Lead, and every piece of marketing and product visuals went through me

Problem

Before launch, a project has an idea, a team and a few weeks until the token sale. Investors decide based on how everything looks and reads. We had to put together the full set for an English-speaking audience, fast

  • Project website and token sale landing page
  • White paper and investor decks
  • Social media and ad creative
  • Product interface and mobile site

Approach

Whatever I had time for, I did myself. The rest went to a team of 5+ contractors covering graphics, UI/UX, motion, 3D and illustration. My job was to keep each project in one visual language across every medium, so the white paper, the site and the product felt like one thing

  1. Graphics
  2. UI/UX
  3. Motion
  4. 3D
  5. Illustration

Projects

Four blockchain projects from that period. Below are samples that show how the shared language held together

SENSEUtility token for the Sense Chat messenger
BLOCKvA platform for creating digital objects on the blockchain
WAXA decentralized network for games and entertainment
Ripio Credit NetworkAn open credit network on the blockchain
WAX white paper cover, version 1.8 WAX white paper page with a diagram of how virtual item trading evolves WAX white paper page with a diagram of how the exchange works
WAX white paper, version 1.8, February 22, 2018: cover and infographic pages
BLOCKv deck title slide: Smart Virtual Goods on Blockchains BLOCKv mobile site: team, digital objects and technology stack screens
BLOCKv: deck title slide and mobile site

Result

  • All four projects completed their token sales, $250M in tokens sold combined, per the projects’ public pages
  • Each project kept one visual language, from white paper to product interface
  • A team of 5+ contractors that I led on projects for US clients

The materials belong to the projects and are shown as work samples

Message me on Telegram ↗Next case: ecom.tech →