Branding and improved product and user experience design for financial services blockchain startup.
Design a premium brand identity and user experience for a blockchain financial services startup; must feel as comfortable as conventional finance applications.
Individuals from eastern African nations like Kenya, Ethiopia, and Tanzania who want a secure and easy way to transfer money to friends and family.
TransferX is a blockchain-driven P2P money transfer platform designed to provide a better solution for transferring funds into under-banked markets and give money back to those same communities that need it.
The biggest challenge on this project was the confluence of brand design iteration and user experience design and development. To get started on the branding I created a mood board with images of people, places, and things. This enabled me to hone in on colors and patterns to bring into the digital designs.
Next I designed some patterns — still taking inspiration from the people of Kenya, Ethiopia, and Tanzania — in order to provide some subtle texture. The founders stressed that they did not want the brand to look or feel uninspired.
When it came to the logo, I started by designing the icon. I wanted the icon to express confidence and stability. The X in TransferX became an arrow to signify transactions and progress. I wanted something that would look good in any form of branding, as well as stand out in a crowd of blockchain logos and icons.
The project brief for the native application product and user experience design stressed the importance of three key priorities:
I designed beautiful, modern, and intuitive app screens and flows that made transferring funds easy and enjoyable. Unfortunately, the project was unable to secure funding to keep it going to the next phase.
