The Tokenist – Sasha Pylypenko

My works / The Tokenist

tokenist.com 2020

Design Direction for Financial Media Platform

Role: Product Designer

visual design • website design • media content

Overview

The Tokenist is a media platform delivering news, insights, and analysis for investors.

I was brought on board to help define the product’s design direction and craft its visual identity. Working closely with the core product team, I played a key role in shaping the brand’s design voice and ensuring it aligned with modern finance values.

My responsibilities spanned designing social media content and advertising materials, as well as working on various design projects such as websites, landing pages, eBooks, investor brochures, brand guidelines, and more.

Responsibilities

• Conducting design research and presenting insights to the product team;
• Defining product design direction and establishing the brand design voice;
• Creating visuals for advertising campaigns and social media content;
• Designing websites and landing pages, from concept to final development;
• Developing various materials like eBooks, investor brochures, and brand guidelines.

Visual Design

The brand design voice I developed aimed to communicate the qualities of modern finance: trust, clarity, and hi-tech innovation.

The color palette combined calming pastel tones with bold, brighter accents to create a look that feels both reliable and forward-thinking.

Websites and Landing Pages

I was responsible for creating engaging websites and landing pages to attract new audiences.
I managed the design process from concept to production, collaborating with the front-end team, and assisting in testing and finalizing the designs.

Result

My role as a product designer at The Tokenist had a substantial impact on growing the platform’s audience.

Throughout my time with the company, I saw the product evolve to meet the needs of its readers, expanding its reach and offering new features. It was an enriching experience in the Fintech space, where I not only honed my design skills but also deepened my understanding of finance, which proved invaluable for my future career.