Zoe Ecosystem – Sasha Pylypenko

My works / Zoe Ecosystem

2021

Visual design for a Web3 finance startup

Role: Product Designer

creative direction • brand story • website design

Overview

I was hired as a freelance contractor by a seed-stage startup developing its own blockchain and ecosystem of interconnected tools for freelancers and small digital businesses. The platform aimed to support remote collaboration and token-based transactions within a decentralized work environment.

As a product designer, I collaborated with Zoe’s Marketing team on a range of design tasks—from shaping the brand’s unique voice to building promotional landing pages for the Beta launch. I played an active role in transforming business requirements into clear design concepts and visual deliverables.

My responsibilities included presenting ideas to the product team, coordinating design work between internal stakeholders and third-party contractors, initiating tasks, giving feedback, and delivering final assets to the development 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 worked with a team of freelance digital artists to define a distinctive visual style that aligned with Zoe’s product vision. Their work included style research, concept art, and delivering custom visuals that shaped Zoe’s brand expression.

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.