BTSE rebranding
team
1 Product Manager
3 Product Designers
1 Marketing Strategist
my Responsibility
Simplified existing style
Visual exploration
Defined visual guideline
Why
BTSE
1.
Business services expanded from B2B to B2C. Target audience has grown from institutional traders to retail trading beginners.
2.
Be competitive. Built trending fintech visuals to align with the blockchain industry.
No specific design principle to follow. Lots of design versions caused user and team mates confused.
Building brand book guideline and enhancing platform features in the same time.
Unfixed project owner may caused project handover and integration difficulties.
Unclear brand core and changes of target customers
our working plan
phase 1. explore and analyze
market research
competitors analysis
phase 2. brainstorm and define basic
design direction
brand color and font
graphic style definition
phase 3. design and define web
overview site map
homepage revision
web layout style definition
phase 4. develop and iterate
build UI library with RD
all pages style revamp
As the business expanded, our target audience evolved from primarily professional and institutional traders to include beginners. During this transitional phase, we shifted our visual identity to a lighter, more approachable design, making the platform more inviting for newcomers entering the crypto trading space.
build trust with blue
Maintained the original blue tone and utilized high saturation levels of blue as the BTSE brand color. Hope to convey a reliable brand image to customers, leading change and innovation in the blockchain industry.
primary
#015FE5
primary-darker
#015FE5
primary-light
#015FE5
accent
#015FE5
Title (Bold)
Sub Title (Medium)
IBM plex sans 24px
IBM plex sans 18px
Paragraph (Regular)
IBM plex sans 16px
IBM plex sans 14px
