BlockFi New Product Announcements
Social Animations and Pipeline Tools
BlockFi was constantly adding new coins to the platform
- Marketing needed a cohesive visual strategy with an expressed goal:
- to inform and excite existing customers
- to educate and entice prospective clients
- Each launch would need to feature new, different coins and showcase different products offered by BlockFi
- each animation would be a targeted CTA
Informed by the Brand Strategy and Consumer Insights Team, the Creative Director and I worked with the provided information to define the look:
- simple
- elegant
- modern
- FUN!
Project Requirements
An important feature of the each animation in the series was versatility across all channels.
Stylistically, the animations had to be clean, clear, and appealing in order to support the messaging – that of a simple-to-understand financial production
At that point in BlockFi’s evolution, the target demographic was shifting.
We needed to appeal to more long-term investors, people who valued stability and for whom crypto was only a part of a more diverse portfolio.
So, we took our visual cues from trusted tech companies:
saturated colors on white with animation that resolves from confusion and chaos to order.
Design Challenges
Each coin has its own look/branding and everything needed to feel unified, living in the same world. There was a bit of back and forth, stripping things away, but in the end, the simplicity really helped to bring everything together.
Same material, reflectivity, etc made everything feel like it was all under a single umbrella.

Project Deadlines
I’d have advance knowledge of what the coins were, generally, but ones were added and removed day before. Too, with so many coins on the platform:

It important was to enable the product designers to integrate the assets into other facets of each launch event, so I automated generation of still images of each coin from various angles and lighting conditions to give the designers as many options as possible.





















Coin Generating HDA
As soon as a new coin was added to the exchange, the Houdini HDA would generator renders of the coin from different angles and automatically output them in multiple file formats to the library. The designers could then access the images and use them in their layouts.
This freed me up to handle other important tasks within the strict timeframes of the launches.


The designers then had an abundance of reliable, predictable assets for at their disposal for each launch to saturate every outlet and vertical. They knew what to expect and, as a result, could set up their own workflows and processes ahead of time.

For more information about this project (and many others!), please reach out.