← Work

ITHIL

A DeFi platform that acts like a guide.

ITHIL had a name and a logo. In workshops I set its positioning, personality and voice, then designed the platform UI from the landing page to staking.

Year
2020 to 2021
Role
Brand strategy and platform UI
Industry
DeFi, Web3
Screens
Five, landing to staking
ITHIL landing page

Not a cold institution. A knowledgeable friend.

The brief

The job: decide who ITHIL is and how it speaks, then carry that into five screens.

The approach

Brand first: workshops, then a brand guide. Then the platform: one user flow, wireframes and five coded pages.

The decisions

ITHIL dashboard opening on a teal banner that reads Welcome back, Wizard, above portfolio cards and a gold Deposit to Vault button

The screens

ITHIL dashboard with a Welcome back, Wizard banner, portfolio cards, a performance chart and a Wizard Tip
Dashboard
ITHIL vaults list with chain filters and a gold Deposit button per vault
Vaults
WizardSwap trade screen with the swap form, a gold Execute Swap button, a price chart and token information
WizardSwap, trade
ITHIL staking screen with lock periods, pending rewards and staking history
Staking

01 / 04Drag or use the arrows.

Colour

Sampled from the work. Click a colour to copy it.

What shipped

Brand strategy
Positioning, personality and voice, set in workshops
Personas and competitors
Competitor analysis. Two personas, Alex who knows DeFi and Ema who is new to it.
Brand guide
Written after the workshops, for the team
User flow
Ema's first deposit, seven steps from the landing page to the dashboard
Wireframes
Five key screens, hierarchy before visual design
Coded prototypes
Five HTML pages built from scratch, including the dashboard, vaults, WizardSwap and staking
Design system
Cormorant and Sora. Navy and gold for the site, cream and teal for the app.