Crypoto - Fintech · Brand Specialsit

Developed an illistration-led visual system for Bullish, a global digital asset trading platform, helping translate complex financial concepts into a clear and cohesive brand language.

my role

Worked closely with the Art Director and Creative Director to develop Bullish’s illustration-led brand system.

Scope included:

• Conducting market and competitor research to inform visual positioning
• Designing a scalable illustration and asset library
• Building and supporting brand guidelines for consistent visual application
• Creating marketing and digital assets across web and social
• Managing and coordinating with junior designers across asset production
• Collaborating with global teams across product, design and marketing

Brand Specialist

A digital art collage with various abstract and technological themes, including geometric shapes, stairs, hands, and a woman with virtual reality goggles surrounded by nature elements.

Strategic
Framing

As a new entrant in the digital asset space, Bullish needed a visual language capable of communicating complex financial concepts in a way that felt approachable, consistent, and scalable across product and marketing environments.

The solution centred on building a structured illustration and asset system supported by market research into competitor platforms and emerging fintech visual trends.

Brand Systems · Creative Direction
process sketches and references
concept illustrations
 hero graphics
Digital illustration of a floating green map with a landscape, accompanied by white geometric shapes and blue oval reflections, set against a dark gradient background.

Visual System

Illustration of a street connecting two towns, with a bridge over a river, two cars on the street, and satellite dishes on the sides of the bridge.

The illustration system was designed to simplify abstract financial concepts while maintaining a distinctive and scalable brand language.

Key principles included:

  • Translating complex trading concepts into clear visual metaphors

  • Maintaining consistency across product, marketing, and editorial content

  • Creating flexible assets that could scale with the platform

 explorations
Person holding a tablet displaying a financial chart with upward trend and 3D circular data points, titled 'Bullish on yield'.
A digital illustration of lenses and a signal graph with a dark background, gridlines, and glowing elements.
Digital artwork featuring neon concentric circles and three floating gold coins.
Abstract digital illustration of a molecule with a graph in the background, featuring green, black, and gray spherical atoms connected by bonds, set against a gradient blue and black background.
A digital artwork featuring a large black safe dial on a black background, with abstract glowing cubes in green and blue floating around it.

The visual system was implemented across Bullish’s digital ecosystem

  • Website and landing pages

  • Marketing campaigns and social media

  • Product education and content assets

Digital Application

The work contributed to Bullish receiving Webby Honoree recognition for Best Visual Design - Aesthetics Websites and Mobile Sites, recognising the platforms’s digital design and visual experience.

Outcome

Digital illustration of a virtual 3D cube displaying financial symbols such as dollar icons, coins, and line graphs, over a dark background.
Abstract digital artwork depicting cubes, spheres, and circular light sources inside a neon-lit, grid-lined tunnel with a black background.
A digital illustration of interconnected transparent 3D wireframe cubes on a dark background.
Digital illustration of interconnected white cubes with glowing green and blue lines connecting them, set against a black background.
A digital graphic with a black background featuring a 3D circular wireframe in teal and blue colors, with neon highlights at the top and bottom. Text at the top states, 'Our volume is loud.' and '$25B+ total traded.' At the bottom, there's a white logo with the word 'Bullish' and a disclaimer in smaller text that reads, 'Digital assets can carry high risk. Learn more at bullish.com/legal.'.
Three digital illustrations related to technology and innovation. The top image features scales with floating coins, symbolizing cryptocurrency or digital finance. The bottom left image shows hands assembling green cubes representing building blocks or data structures. The bottom right image depicts a woman surrounded by abstract plant and digital network elements, symbolizing digital ecology or virtual environments.
Advertisement for Bullish digital assets, stating they are available in over 40 jurisdictions, with a visual of colorful digital lines forming an elongated shape on a black background.
A digital graphic with a black background showing a 3D ledge and concentric rings, with text stating "Our pool is deep" and "$3B added since November". The bottom has a logo with the word "Bullish" and a small note about digital assets.
Digital illustration of interconnected white 3D cubes with glowing green lines on a black background.
A digital graphic showing a blue hand dropping a puzzle piece into a box, with the words 'Share' and social media icons for LinkedIn and Twitter. The text 'Get started: LinkedIn My Company' appears on a dark background.
Graphic design celebrating International Women's Day, featuring an abstract illustration of two women with colorful intertwined limbs holding up a white cube against a black background, with white text reading 'International Women's Day'. 
iso-cons & product icons
Six grid-based geometric diagrams with lines and shapes in various arrangements and colors, arranged in two rows of three.
Graph with colorful square, grid background, and circular lines, showing geometric design or data visualization elements.
Three interconnected cube icons, with one highlighted in cyan, on a black background.
Icon of two abstract human figures with circles above their heads against a black background.
Career webpage with logo, large text reading 'Careers', and a colorful grid graphic.
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