Challenge / Role

Rebrand | Brand Identity
Creative Direction

SALT is a global blockchain technology company working to enable consumers, businesses, banks and governments to benefit from their cryptocurrency holdings and the blockchain economy at large. Their brand identity was not scalable and did not set them apart from competitors, which led to the decision of an in-house rebrand. The new branding was inspired by their technology and focuses on innovation in an undefined space. Its simplistic principles and clean aesthetic helps bridge the gap between complicated jargon and a user-friendly platform. I led the complete rebrand; defining a new color palette, iconography, illustration and photography style. I collaborated with a team of talented product designers to execute the new branding and worked closely with the developers to create a refreshed look for the website.

Illustration + Product Video

Collaborating closely with our marketing team, I led the creation of this product video to explain how SALT works. I oversaw the script development, working directly with our copywriter to refine the messaging. I then partnered with an external animator, where I directed the design process, reviewed and approved storyboards, and ensured the animation stayed true to our new illustration style and branding.