Project Highlights

dtcpay, an authorized crypto payment solutions provider regulated by the Monetary Authority of Singapore (MAS), embarked on a strategic end-to-end engagement with Greydient Lab.

Collaborating closely with stakeholders from both Hong Kong and Singapore, we undertook a comprehensive initiative encompassing rebranding, website development, and the UI/UX optimization of its digital crypto exchange platform.

In addition, we extended our support to the launch of various offline materials, encompassing SNS collateral templates and credit card designs, further enhancing dtcpay’s brand presence and growth in Asia.

• Established a new brand direction and identity that gained positive reviews from members of the Fintech industry
• Created style guide to drive brand consistency for online and offline touchpoints
• Crafting visually appealing graphic design is our strategy to create a delightful experience, setting dtcpay apart in a competitive landscape
• Developed the website using WordPress CMS
  
• UI/UX optimization of its digital crypto exchange platform

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Role and Responsibility

Under Greydient Lab, I led the full-scale rebranding of DTC, crafting a cohesive digital identity from the ground up. From concept to execution, I designed the entire website UI/UX, ensuring a seamless user experience that aligns with the brand’s vision.

This project included:

• End-to-end website redesign, from wireframes to final implementation.
• Development of a complete design system, including UI components, brand assets, and a brand book for consistency across platforms.
• Strategic visual direction to enhance brand recognition and user engagement.

This work reflects my approach to holistic branding, digital design, and user experience, where aesthetics meet functionality.

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Problem:

How can we reposition dtcpay in the competitive fintech landscape with a distinctive visual identity and an informative, user-friendly website?

Process:

• Brand Strategy: Developed a visual identity incorporating elements of Feng Shui, utilizing diamond-like shapes symbolizing prosperity, and design gaps representing doorways for wealth.
• Design System: Created a comprehensive brand book and design elements for the website, ensuring consistency across all digital touchpoints.
• UX Optimization: Focused on restructuring the website to clearly communicate dtcpay's services and identity, enhancing the information architecture for better user understanding.
• Collaboration: Worked closely with a supervising designer and developers to implement design elements, refine CSS, and provide developer-friendly assets.

Solution:

An informative and visually engaging website that effectively communicates dtcpay's services and brand identity, setting it apart in the fintech market.

Outcome:

• Brand Recognition: The rebranding has been positively received, reflecting dtcpay's commitment to digital payments and its expansion roadmap.
• User Engagement: While specific metrics on user engagement, retention, or transaction success rates are not publicly available, the rebranding aligns with dtcpay's mission to bridge digital assets and traditional finance.

This project showcases the integration of strategic branding and user-centered design to reposition dtcpay effectively in the fintech industry.

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