DFlow V1 - Brand & Web

The following are snippets of the brand and website design for v1 of DFlow. Before DFlow became a consumer-focused mobile app, its initial goal was to bring the Payment for Order Flow (PFOF) model of traditional finance to on-chain transactions. Because DFlow was approaching existing companies as their primary demographic, my inclination was to "rebrand" crypto away from the dark and futuristic gradient sites that populated the industry. Instead, I aimed to instill a sense of trust and security through a lighter, clean site akin to modern fintech companies like Plaid and Ramp.

Brainstorm

The first thing I did was gather keywords from people in our company. I asked them to give me words around what they felt DFlow was, what it offered, and what it aspired to be. We also needed to understand our audience, how we spoke to each segment of that audience, and the benefit we provided them. From there, I did some market research and gathered colors, logos, and messaging from other brands in the space.

We voted on the words we felt reflected the brand best and identified branding we liked and wanted to avoid. We selected a bold color palette to reflect the energy of the cryptocurrency community while ensuring that the brand still conveyed confidence and professionalism. Clean lines and structured layouts were used to create a sense of modernity and clarity, helping to build trust with users engaging in complex financial transactions.

Simplicity & space

With the site, we chose to emphasize simplicity and eliminate clutter to keep the visitor's focus on the core benefits of the product.

Trustworthy yet playful

Balancing the serious nature of crypto trading with the playful, community-driven spirit was key. Through the combination of bold typography and quick animations, we created a site that was engaging and dynamic without compromising its sense of security.

A new chapter

If you come across DFlow now, you'll see quite a different look and feel. About 1.5 years in, company leaders decided to focus on meme-coins and drill down on the crypto aspect of the brand. They asked for something gamified and sci-fi. What started as a separate product altogether actually merged into DFlow and became the main look and feel of the company. This rebrand came before the mobile app and can be seen in use in those designs.