Funded Web3 and DeFi teams who are shipping — or about to. Protocols, wallets, DeFi apps, consumer crypto products. If you’re pre-idea with no product yet, we can still talk, but Epoch won’t be the right shape.

A 2-week design sprint with locked scope and locked price. You know exactly what gets designed before we start. Most projects run 2–4 Epochs — you decide after each one whether to continue or stop.

When should I pick Embedded over Epoch?

Epoch = scope is clear, you want a defined deliverable. Embedded = scope shifts weekly, you want a continuous partner. Most pre-PMF teams start Embedded; most post-PMF teams start with an Epoch.

How long does a full project take?

A landing page or single feature is 1–2 Epochs (2–4 weeks). A full product redesign is usually 2–3 Epochs. I won’t cram 2 months into 2 weeks — but you get a clear scope before every Epoch.

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Portfolio

DeFi Protocol · Product Designer

Led the product through strategic re-branding

Created and helped to implement the new brand system that works for the new ICP and communicates brand values efficiently.

< 4 wksFull redesign

3+Products shipped

−46%Product launch time

From a consumer product to infrastructure

Reflect started as a B2C stablecoin staking protocol with a distinct, “techy” visual identity. That design was genuinely original when it launched, but it didn’t serve product goals anymore.

As the team found a stronger business path, they made a significant shift: from a consumer product to an infrastructure provider.

Their ICP changed
Their offer changed
Their whole approach to the business changed

This evolution called for a complete brand overhaul. The original identity no longer served the new audience.

They needed to look more serious and trustworthy
Their new B2B audience had different values and expectations
The geeky aesthetic that once stood out now worked against them

Looking to the best in the space

As infrastructure providers, we looked to the best in the space for reference — Stripe, Vercel, Clerk, and WorkOS. Each brand shared a clear, consistent design philosophy:

Defaulting to light colors
Simple graphics — no 3D, nothing screaming
Cautious with accents, producing a polished look and feel
Plenty of subtle micro-interactions that support the story without annoying the user

Built around light and reflection

The project name itself pointed us in the right direction. Reflect is about light and reflection, and that became the visual anchor for the redesign. After a few explorations, here’s what the first version looked like:

The background with reflecting columns looks interesting, but never distracting
It drives attention to the key elements in each section
The key offer is stated right away, uncovered in the paragraph, and closed with a clear CTA
On the right, space to showcase the partner stablecoins built through Reflect

That version was nearly there. A couple more iterations brought us to the final direction — the landing that opens this page. Simplified buttons, a re-written paragraph, and protocol stats in place of the stablecoin samples.

Since Reflect still maintained a consumer-facing product, we wanted to honour the aesthetic existing users recognised. ASCII art, dithered textures, and monospaced accents are nods to the original identity — woven through the promo materials to tie both worlds together.

Turning documentation into something explorable

One of my favourite pieces in the project: 21 detailed illustrations of API request → response flows, unified into a single interactive canvas and mapped to the corresponding endpoints on the left. Inspired by Clerk’s approach (credit to @jamesm), it turns complex technical documentation into something visual and explorable.

Visual refinement, screen by screen

At this stage the focus was on visual refinement rather than UX restructuring. Here are a few samples from the redesigned app.

Now it reads like a $1B infrastructure company

Made the design cleaner and more refined
Improved accessibility and readability — the previous all-caps monospaced style had real legibility issues
The brand now reads like a $1B infrastructure company, not an underground B2C protocol

We traded some of the original quirkiness for something more scalable — and it was worth it.