I partnered with Celsius to design and launch an updated brand identity so they could appeal to new customers and differentiate themselves from other cryptocurrency platforms.
Since our engagement, Celsius filed for bankruptcy protection, resulting in significant losses for many, including myself. The issues with Celsius were unknown during our engagement, and I stand by the quality of work based on the information available at the time.
Working closely with the Celsius team, we crafted a brand expression that prioritized transparency and ease-of-use. The design was simple, intuitive and dynamic, and it reflected the brand’s promise at the time of a more modern way for members to manage their finances.
Celsius invited my team to extend their brand’s vocabulary and strategy for digital touchpoints, so that every product and service would align with their mission and ambition. This work coincided with the initiatives I led for the Celsius Web and Mobile apps.
Celsius wanted their identity to welcome everyone, from crypto-natives to excited newcomers, and stand out from the unremarkable design of competing platforms and traditional financial institutions.
My team and I captured the excitement and energy surrounding cryptocurrency and infused it directly into Celsius’s identity with a focus on what our research determined mattered most to their community: transparency.
Our information-centric strategy explained every activity in plain language, free from jargon, acronyms, and abbreviations, so that members feel confident and in control of their financial decisions.
Pangram Sans was selected for its approachable stylistic traits that marry legibility and strong numerals with a slight bit of quirk, aligning with Celsius’s slightly off-center personality.
Energetic colors intentionally opposed the lifeless palette of typical financial applications, and mixed bright blue for trust with electric pink for the love of one’s self.
Information hierarchy drove the design of Celsius’s products. We created a system that stripped the details down to their essentials, and made use of scale and negative space for efficient communication. Time is money afterall.
A family of icons were constructed from simple linework, evocative of financial charts and graphs. Commonly accepted elements aided comprehension, and created consistent interaction points across Celsius’s multiple platforms.
Imaginative illustrations brought Celsius’s personality to life, and employed visual metaphors to be both evocative and instructive.
We heard repeatedly from members that they saw themselves in Celsius, and are excited to be part of such a vibrant and friendly community.
My team and I helped Celsius create this welcoming ecosystem for its customers, driving engagement with an identity that fostered brand loyalty and promoted platform expansion.