Client: Safello
Role: Design Lead
Over three and a half years I was the sole person responsible for Safello's visual brand – everything from the logo and brand guidelines through to campaign assets, social content, marketing material, and the full illustration system.
That meant refining the logotype, building out a complete color system and typography guidelines, migrating the typeface, and creating a consistent visual language that could stretch across product, web, and marketing without falling apart. The isometric illustration system – built to communicate complex crypto concepts in an approachable way - was a big part of that, alongside 3D art direction for campaign and social use.
The brief was the same throughout: make crypto feel trustworthy and human without losing the edge that makes the category interesting.
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