Zoe Ecosystem – Sasha Pylypenko

My works / Zoe Ecosystem

2021

Zoe Ecosystem is a set of blockchain-based apps for remote work.

Industry: Finance, Blockchain, Software development

creative direction • brand story • visual identity and guidelines • illustration • website design • animations

Zoe Ecosystem is a startup offering blockchain-based tools tailored for remote work, targeting freelancers and small digital businesses.

My role involved crafting a unique brand identity that effectively communicated our product values through compelling design and custom digital art.

Responsibilities:

Performing design research and presenting my vision to product team;
Developing a distinct brand design style which reflects product’s vision;
Coordinating design work processes between Marketing/2D Art/Dev teams;
Writing tasks, providing feedback and design documentation for Art & Dev;
Creating brand design guidelines;
Directing interface interactions and web animation;
Creating websites in motion and delivering design assets to Dev team.

The process

I served as an integral part of the product team, transforming business requirements into tangible concepts and visual representations.

My primary objective was to create a brand design identity from inception, collaborating closely with the product team and third-party freelancers.

My responsibilities encompassed managing design workflows across Marketing, 2D Illustration, and Development teams to ensure seamless execution.

Brand voice

My goal was to establish a visual design style that effectively communicated the following affirmations:

- “It’s a simple and reliable tool”;
- “It's accessible to everyone”;
- “It represents the next generation of web apps”.

As the first step of design work, I have consolidated main points for brand vision:

Pop style references

Brand identity

Brand palette consists of natural, pastel colors which are rhymed with their bright, glowing variations.

Dominant colder colors are balanced by warmer secondary colors. Calmer colors speak clarity and reliability, while brighter shades add a modern, progressivistic image.

Website design

This promotional landing page is designed to present general features of the product, highlighting its “hi-tech + ecology” image.

My job included creating website design from scratch, as well as conducting design work at all stages, expressing perspectives and presenting ideas for improvement to product team.

Art direction and illustration

I collaborated with a team of freelance digital artists who were focused on:

Developing brand graphic style to match product’s vision;
Gathering ideas, performing design research and creating concepts;
Delivering custom 2D illustrations, icons, and other visual assets.

Motion design

My work on website design included user interactions and web animations. I delivered visual web assets specifically tailored to motion design, and been supporting front-end team with interactive prototypes and video previews.