Zoe Ecosystem – Sasha Pylypenko

My works / Zoe Ecosystem

2021

Visual design for a set of blockchain-based tools for remote work.

Role: Product Designer

creative direction • brand story • website design

Overview

I was hired as a freelance contractor by a seed-stage startup team that has been focused on building their own blockchain. The plan was to launch a set of interconnected tools for remote work on their blockchain, which was meant to form an ecosystem for freelancers and small digital businesses to connect, collaborate, and perform transactions in tokens.

My role as a product designer was to collaborate with Zoe’s Marketing team in a variety of product design work — from shaping Zoe’s unique brand voice, to building promotional landing pages for Beta launch. I served as an integral part of the product team, transforming business requirements into tangible concepts and visual representations.

My job included expressing perspectives and presenting ideas for improvement to product team, establishing seamless design work strategy, conducting design work processes between the product team and third-party contractors, initiating tasks, providing feedback, and handling final design assets for Dev team.

Responsibilities

Conducting design research and presenting insights to the product team;
Developing a distinctive brand identity that reflects the product's mission and values;
Designing promotional landing pages, from concept to final asset delivery;
Coordinating design processes across the Marketing, 2D Art, and Dev teams;
Writing design documentation, providing feedback, and establishing brand guidelines.

Brand voice

Through research, I worked on establishing Zoe’s brand voice based on three key principles:

— “Simple and reliable.”
— “Accessible to everyone.”
— “The next generation of web apps.”

Brand Identity

Brand palette consists of natural, pastel shades which are rhymed with their bright, glowing color variations.
Dominant colder colors are balanced by warmer secondary colors.
Calmer colors speak clarity and reliability, while brighter shades add a modern, progressivistic image.

Promo landing pages

My work included designing promotional landing pages highlighting key features of the ecosystem while reflecting Zoe’s “hi-tech meets ecology” brand voice.

Illustration

I collaborated with a team of freelance digital artists to define the brand’s graphic style, aligning it with the product vision.

Together, we:
• Developed a custom visual style for the brand;
• Conducted design research and created illustration concepts;
• Delivered bespoke 2D illustrations, icons, and other visual assets.

Result

Although the product was never fully launched, this project offered invaluable experience. It was a challenging yet exciting process filled with teamwork, brainstorming, and live presentations. As a freelance contractor, I successfully established a distinct design style and produced a comprehensive design assets pack ready for the Beta launch.