BlockFi – Platform Additions Animation System

BlockFi · 2021–2023 · Solo: System / 3D / Motion

Brief:

• Monthly coin-launch videos on last-minute turnarounds, with legal and marketing in the loop.

Role:

• Built an automated coin-texturing system, then ran the 3D motion on top of it — solo, repeatable every month.

Result:

• A launch pipeline that turned around new coins on demand.

Project Breakdown

BlockFi was constantly adding new coins to the platform and we needed a cohesive visual strategy to inform customers and prospective clients alike.

Each launch would feature different coins and showcase different projects and each 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, and engaging.

An important feature of the each animation in the series was versatility across all channels(blog posts, twitter, insta, youtube, etc).

Stylistically, they had to be clean, clear, and appealing while still retaining an abstract neutrality.

At that point, our target demographic was shifting, we wanted 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 Challenge:

• Each coin had its own look/branding

• They needed to live in a unified world

The simplicity really helped to bring everything together: Same material, reflectivity, etc made everything feel like it was all under a single umbrella.

And just as important was to enable the product designers to integrate the assets into their own designs.

I automated generation of still images of each coin from various angles and lighting conditions to give the designers as many options as possible.

Houdini HDA as Asset Generator

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.