Nabla Finance – Sasha Pylypenko

My works / Nabla Finance

nabla.fi 2023

Building Design Voice for Web3 Finance Startup

Role: Product Designer

design direction • brand identity • interface design

Overview

Nabla is an innovative market maker providing token liquidity for web3 businesses.

I was brought on to define the product design direction and establish the brand's visual identity.

Working closely with the core product team, I led the creation of the brand’s visual design voice, ensuring it reflected the product's mission and values. I was responsible for building the brand’s design language from scratch, from design research to final brand assets and guidelines.

As part of Nabla's marketing team, I developed a wide range of design materials including ads, landing pages, media content, and presentations. Additionally, I coordinated the work of freelance contractors for 2D illustrations and character design, ensuring the final output aligned with the brand vision.

My role extended into enhancing the user experience for Nabla’s product app. I conducted UX research and collaborated with the team to improve the product interface, making it more intuitive and visually engaging.

Responsibilities

• Defining brand identity and establishing a strong visual design language;
• Creating visual assets such as ads, landing pages, social media content, presentations, and stickers;
• Enhancing the product app’s UX and UI, including performing UX research and interface redesign;
• Proposing and presenting design ideas and enhancements to the product team;
• Coordinating work processes with freelance contractors for illustration and character design.

Branding and Visual Design

My journey with Nabla began with crafting a fresh brand identity that embodied the company’s vision and values. Collaborating closely with the core product team, I was involved in every stage of the design process, from presenting initial concepts to delivering finalized brand assets and guidelines.

Beyond shaping the brand identity, I contributed to Nabla's digital and physical presence by designing key materials such as landing pages, ads, social media graphics, and presentations. These visuals were aimed at creating a cohesive and impactful brand experience across different platforms.

User Experience

In the second phase of my work, I focused on enhancing Nabla’s product app by conducting UX research and benchmarking against competitor products.

The redesign of the product interface aimed to improve usability and visual appeal, resulting in a more intuitive and engaging experience for users.

Additionally, I contributed to creating a mascot character, a purple desert ranger boy that represents Nabla’s commitment to innovation and growth. I also created a variety of printed design material, such as flyers, tshirts, brand sticker pack etc.

Result

The revitalization of Nabla’s brand identity and user experience helped strengthen its market presence and attract significant investor interest. The cohesive design language and improved user interface contributed to the startup’s successful development, leading to the launch of its Testnet versions and the current Mainnet version.

Through this role, I was able to make a meaningful impact on Nabla’s growth, securing valuable investments and positioning the brand for continued success.