BlockFi – Private Client and Institutional Content
As the crypto market began to change, BlockFi followed demand and shifted their focus to institutional and high-net worth individuals, the we worked with the product team to clarify and strengthen a voice that would appeal to the new target client, creating the imagery and visuals that anchored the move.
BlockFi Private Client Page

The ACD and I worked out a stripped back, subdued reworking of many of the previous designs, reducing them to their most basic forms and colors. We then had a visually consistent library that the designers could choose from and build with. It was the same BlockFi, just through a different lens with a different subject.
The ACD and I worked out a stripped back, subdued reworking of many of the previous designs, reducing them to their most basic forms and colors.
We then had a visually consistent library that the designers could choose from and build with. It was the same BlockFi, just through a different lens with a different target persona.

All of this leads into creating a library of re-usable imagery and assets that can be accessed by any of the 2D designers that will blend with their designs and templates for blog and social posts.

BlockFi – Institutional Visuals
Breaking away from BlockFi’s more playful brand elements and visuals, we needed to present a more premium, grown up version of ourselves to financial institutions.
These elements would be used across digital campaigns in on-site events.
Within the first 6 months, BlockFi gained several hundred active institutional clients, up from 30 when our initiative started.

For a more comprehensive breakdown of this project (and loads others), please reach out!