ABOUT THE PROJECT

XY Finance is a DeFi cross-chain aggregator featuring smart routing capabilities, with a global user base that requires a dynamic and adaptable marketing strategy. As the sole visual designer on the team, I was responsible for meeting all brand exposure demands across internal departments and external partner collaborations. To address the fast-paced content needs of the industry, I developed a systematic design process that enabled efficient, scalable asset creation. Each design component was built to be modular and interchangeable, allowing for quick adaptation across campaigns, platforms, and collaborators. This system not only ensured visual consistency but also allowed other team members and designers to easily generate assets for various marketing purposes. In addition to static visuals, I created a brand introduction motion graphic used in events and digital billboards to elevate brand visibility. As a result, XY Finance exceeded its exposure goals during the IDO period, and the design system continues to support ongoing efforts across design and marketing teams.