BullionFX
Transforming a crypto startup into the new gold standard of digital assets.
Timeline
2021 - 2022
Deliverables
Brand Strategy
Visual Identity
Digital Design
The Challenge
Day 1: I asked a bunch of dumb questions to the smartest people in the business about their vision for how the tokens would be used across the Bullion FX ecosystem, then used these answers to inform my visual design process.
It was clear that rebranding to a consistently gold / luxury style brand would not only communicate the USP of the $GOLD token representing one gram of physical gold, it would also help them stand out in an extremely crowded market.
The Process
1. Discovery
Deep stakeholder interviews to understand the technical complexity and market opportunity.
2. Strategic Pivot
Repositioning from 'NeoBank' to 'The New Gold Standard' - aligning brand with product truth.
3. Design System
Creating a sophisticated visual language that reflects security, value, and innovation.
Impact
"Murray's strategic vision completely transformed how we position ourselves in the market. The new brand system has become a cornerstone of our success."
— CEO, BullionFX