2>3
Defi Wealth Platform
Zero-to-One Brand Building & Long-Term Stewardship
SwissBorg
2020-22
Lead Brand & Marketing Designer
Role
$1.5B+ - AUM. Brand identity and stewardship through SwissBorg's growth into a Web3 unicorn.
17x - X (Twitter) audience growth at SwissBorg. Daily social design across the brand's growth.
Birth
THE CHALLENGE
SwissBorg already had a correct brand identity on paper: logo, colors, typeface. What it lacked was a reason to be remembered. Crypto wealth management carries a harder problem than most categories: how do you make invisible money, moving through an invisible blockchain, feel real enough for someone to trust it with their savings?
THE IDEA
Most crypto brands go abstract: geometric shapes, cold gradients, the visual shorthand of "cutting-edge tech." Our audience wasn't crypto-native traders who already spoke that language. It was people investing for the first time, watching their money move through something they couldn't see or touch. They didn't need another abstract mirror of that confusion. They needed a face.
The answer was already sitting in the name. SwissBorg: Swiss, and Borg. A cyborg born in Switzerland.
Decision: I won the founders' buy-in for a mascot-led direction against the industry's own instincts. It took a year to prove out, becoming the platform's defining brand asset, kept alive long after I moved on: $1.5B+ AUM, 15x growth on X, 700K in-app users.
THE CRAFT
A sketch doesn't have to survive a campaign calendar.
He did.
Decision: I worked pose after pose with my 3D artist until he had a shape and a personality that would still feel like him five years and a hundred assets later: friendly, fast, sharp, unmistakably ours.
THE WORLD
A character alone is just a character. He needed somewhere to be from: a universe strange enough to hold the scale of crypto, warm enough that people would follow him into it rather than back away.
Journey
Years later, he's still out there, carrying new product ideas into new adventures, recognisably himself every time.
Teaser
Master visual for the EARN campaign's social teaser. The first piece of a creative platform that ran for years after.
Storyboard
Launch 3D animation concept and story development.
Launch Animation
Zero AI. Built entirely in 3D, under my art direction.
Always-on social
Company Milestones
UNICORN STATUS
1.5B AUM / 700k users from zero
TOTAL CAPITAL RAISED
Over $9,000,000
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