As digital Art Director at Wolff Olins I joined the branding and creative team on a 4 month journey with Coinbase, researching the Crypto currency sector, developing a brand strategy, tone/voice work, and finally a refreshed ‘logged-out’ landing experience for the Coinbase site.
Coinbase
Landing—Page Refresh
As Crypto hype reached new heights in 2020 & 2021 Coinbase and other competitors in the sector saw an unforeseen influx of new users. We sought to create a more welcoming landing for newcomers with rudimentary understanding of crypto and blockchain. The landing experience would activate the new brand-strategy, new UI direction, as well as increase conversion.
I worked closely with the WO creative director and Coinbase internal teams on dozens of rounds of exploration that pushed the brand in radical future-focused directions with an emphasis on fluid animation and story-telling.
The new directions honed the re-brand by Moniker with digital in mind. We would present our concepts to key stakeholders and refine based on their feedback prior to moving on to the CMO’s and CPO’s.
Our design work, UX-thinking, and copywriting was well received. Particularly the emphasis on making it an educational guided journey that reduced the barrier-to-entry for newcomers to the space. We collectively landed on something all parties were happy with and still managed to push the brand within their existing sandbox.
My initial design which was far more dynamic in its use of scroll-behavior and animations was stream-lined and simplified due to timing constraints but was ultimately implemented in the below treatment.
