VISIT SITE
The goal was to reposition TokenTax as the trusted authority in crypto tax solutions, enhance brand recognition, and foster greater customer confidence in a complex, rapidly evolving sector.
Challenge
TokenTax had outgrown its original visual identity, which no longer reflected its leadership or the sophistication of its product offering. The challenge was to create a brand system that balanced approachability and authority, addressed common user anxieties about crypto taxation, and could scale across digital and print touchpoints.
Approach
I began with an in-depth brand audit and competitive analysis, mapping TokenTax’s positioning within the fintech and crypto landscape. Found that the main audience were high yielding holders and we needed to position it that way. Through stakeholder workshops, I clarified the brand’s core values—transparency, expertise, and innovation. I then developed a new visual identity, color system, typography, iconography, and guidelines for the brand. Every element was designed to evoke clarity, trust, and technological agility.
Execution
- Visual System: The color palette was extended and focused on primary color usage with the intention to communicate reliability and approachability with TokenTax’s audience.
- Typography & Iconography: I introduced a geometric sans-serif for digital clarity, and an icon set to simplify key crypto concepts for users while making them scalable.
- Brand Guidelines: I authored comprehensive documentation to ensure brand consistency across teams and platforms.
- Collaboration: Worked closely with Product, Marketing, and Engineering teams to implement the new identity across the marketing site and campaign materials.
Results
- Increased user trust metrics by 18% within two months of launch (as measured by NPS and customer surveys).
- Achieved a 30% lift in brand recall in post-launch market research.
- Enabled faster rollout of new product features and campaigns through a scalable design system.
Reflection
This project demonstrated the impact of strategic brand design in a complex, highly regulated sector. By aligning visual identity with core values and user needs, TokenTax was able to expand its market presence and deepen customer engagement with confidence.