2023 — 2024
2023 — 2024
2023 — 2024
Gray Digital: a TradFi & DeFi Suite
Gray Digital: a TradFi & DeFi Suite
Gray Digital: a TradFi & DeFi Suite
DeFi Fund
TradFi
Algo Trading
Banking
Membership
Newsletter
DeFi Fund
DeFi Fund
TradFi
TradFi
Algo Trading
Algo Trading
Banking
Banking
About
Gray Digital (former Gray Market) is a non-custodial DeFi and TradFi protocol, that started it's business as a Private Equity Fund and developed into a Financial Services Suite.
About
Gray Digital (former Gray Market) is a non-custodial DeFi and TradFi protocol, that started it's business as a Private Equity Fund and developed into a Financial Services Suite.
About
Gray Digital (former Gray Market) is a non-custodial DeFi and TradFi protocol, that started it's business as a Private Equity Fund and developed into a Financial Services Suite.
Challenge
The Gray Digital had been operational for one year, with it's leading strategies in the Fund Services. Back in March 2023, the CEO reached out to me with the challenge to lead and build, within a very short deadline, a new version for their existing website, revamp the existing Visual Brand Identity and bundle a Design and Marketing strategy for their advertisement, partnership and investors campaigns.
But things weren't as simple as they seemed… Bear with me: the team was in a situation with a developer that was responsible for all the front-end, back-end and smart contract development — and things weren't going so well in those ends and in their relationship.
To progress through the challenge and turn this into an outstanding deliverable, I needed to build a strong team capable of working under pressure, in a fast-paced project, all without compromising quality, security, and performance.
Challenge
The Gray Digital had been operational for one year, with it's leading strategies in the Fund Services. Back in March 2023, the CEO reached out to me with the challenge to lead and build, within a very short deadline, a new version for their existing website, revamp the existing Visual Brand Identity and bundle a Design and Marketing strategy for their advertisement, partnership and investors campaigns.
But things weren't as simple as they seemed… Bear with me: the team was in a situation with a developer that was responsible for all the front-end, back-end and smart contract development — and things weren't going so well in those ends and in their relationship.
To progress through the challenge and turn this into an outstanding deliverable, I needed to build a strong team capable of working under pressure, in a fast-paced project, all without compromising quality, security, and performance.
Challenge
The Gray Digital had been operational for one year, with it's leading strategies in the Fund Services. Back in March 2023, the CEO reached out to me with the challenge to lead and build, within a very short deadline, a new version for their existing website, revamp the existing Visual Brand Identity and bundle a Design and Marketing strategy for their advertisement, partnership and investors campaigns.
But things weren't as simple as they seemed… Bear with me: the team was in a situation with a developer that was responsible for all the front-end, back-end and smart contract development — and things weren't going so well in those ends and in their relationship.
To progress through the challenge and turn this into an outstanding deliverable, I needed to build a strong team capable of working under pressure, in a fast-paced project, all without compromising quality, security, and performance.
Initial Steps
I began by listening to the team, understanding their pain points, and their vision for the company's future. With this that in mind, I needed to Find, Hire and Manage talented and skillful people into high a performing team to output end-to-end quality in our deliverables, covering 4 developers in:
Software Engineering;
Front-end Development;
Performance Application Management.
Then, In construction with the developers and the data collected from executive stakeholders from the onboarding sessions, I set the project tasks in Trello to put the whole team in the same page and start to manage the project — and that included me, the developers and a third party team.
Organized the Product Canvas, designed the Sitemap and sat down with Developers to understand the whole Architecture to find gaps in the UX, UI and DevOps — that would include front-end, APIs, performance etc.
Within the Product Canvas, the frameworks and brainstorm activities I workshopped with the team were consolidated into: Elevator Pitch, SWOT Analysis, MoSCoW Framework, Opportunity Solution Tree built with the Executive team, Task and User Flows,
Only after outlining a clear path for our activities and building a plan, was I able to start the creative process to tackle the Brand Visual ID, the new version for the Website, and the Marketing Ops.
Initial Steps
Find, Hire and Structure talented and skillful people into high performing teams to output end-to-end quality in the deliverables, covering 4 developers within:
Software Engineering
Front-end Development
Performance Application Management
Then, In construction with the developers and the data collected from executive stakeholders from the onboarding sessions, I set the project task in Trello to put the whole team in the same page and start to manage the project and developers.
Organized the Product Canvas, built the Site Map and sat down with Developers to understand the whole Architecture to find gaps in the UX, UI and DevOps — that would include front-end, APIs, performance etc.
Only after outlining a clear path for our activities and building a plan, was I able to start the creative process to tackle the Brand Visual ID, the new version for the Website, and the Marketing operations.
Initial Steps
Find, Hire and Structure talented and skillful people into high performing teams to output end-to-end quality in the deliverables, covering 4 developers within:
Software Engineering
Front-end Development
Performance Application Management
Then, In construction with the developers and the data collected from executive stakeholders from the onboarding sessions, I set the project task in Trello to put the whole team in the same page and start to manage the project and developers.
Organized the Product Canvas, built the Site Map and sat down with Developers to understand the whole Architecture to find gaps in the UX, UI and DevOps — that would include front-end, APIs, performance etc.
Only after outlining a clear path for our activities and building a plan, was I able to start the creative process to tackle the Brand Visual ID, the new version for the Website, and the Marketing operations.
Creative Process
With all that in hand and documented, it was time (finally) to step to the creative phase — letting all this data not only sink in, but provide a guide/north and let the fruits of creation fall to the grounds of reality.
In this process, I sought inspiration from projects listed on Awwwards, Mobbin, and Dribbble. This allowed me to leverage my design and blockchain experience by exploring a wide range of financial institutions, blockchain industry leaders, and other general design inspirations from various industries across the web.
Companies as: Tether, BlackRock, Ledger, Mercury, TrueFi, MetaMask, Compound Finance, Beefy Finance, Circle, GMX and other industry leaders.
Core Visuals • Moodboard • Product Canvas • Task & User Flows • Feature Design • Content Strategy
Creative Process
With all that in hand and documented, it was time (finally) to step to the creative phase — letting all this data not only sink in, but provide a guide/north and let the fruits of creation fall to the grounds of reality.
In this process, I sought inspiration from projects listed on Awwwards, Mobbin, and Dribbble. This allowed me to leverage my design and blockchain experience by exploring a wide range of financial institutions, blockchain industry leaders, and other general design inspirations from various industries across the web.
Companies as: Tether, BlackRock, Ledger, Mercury, TrueFi, MetaMask, Compound Finance, Beefy Finance, Circle, GMX and other industry leaders.
Core Visuals • Moodboard • Product Canvas • Task & User Flows • Feature Design • Content Strategy
Creative Process
With all that in hand and documented, it was time (finally) to step to the creative phase — letting all this data not only sink in, but provide a guide/north and let the fruits of creation fall to the grounds of reality.
In this process, I sought inspiration from projects listed on Awwwards, Mobbin, and Dribbble. This allowed me to leverage my design and blockchain experience by exploring a wide range of financial institutions, blockchain industry leaders, and other general design inspirations from various industries across the web.
Companies as: Tether, BlackRock, Ledger, Mercury, TrueFi, MetaMask, Compound Finance, Beefy Finance, Circle, GMX and other industry leaders.
Core Visuals • Moodboard • Product Canvas • Task & User Flows • Feature Design • Content Strategy
Solution
The solution built for this project was a comprehensive revamp of the existing website with a new visual identity for the brand. This involved a multifaceted approach that included new UI for the website and dApp pages, a new front-end and architecture structure, built-in newsletters with CMS, and graphic design for marketing campaigns.
Solution
The solution built for this project was a comprehensive revamp of the existing website with a new visual identity for the brand. This involved a multifaceted approach that included new UI for the website and dApp pages, a new front-end and architecture structure, built-in newsletters with CMS, and graphic design for marketing campaigns.
Solution
The solution built for this project was a comprehensive revamp of the existing website with a new visual identity for the brand. This involved a multifaceted approach that included new UI for the website and dApp pages, a new front-end and architecture structure, built-in newsletters with CMS, and graphic design for marketing campaigns.
Highlighted
Web & Product Design
New version for their Website, new Information Structure, Feature Design and more.
Highlighted
Web & Product Design
New version for their Website, new Information Structure, Feature Design and more.
Highlighted
Web & Product Design
New version for their Website, new Information Structure, Feature Design and more.
Visual Brand ID
Designed the initial and core visuals of the Brand, providing a fertile ground for future improvements.
Strategic Design Approach
Tailored and end-to-end consistency in the visuals for Brand, Marketing Comms and Product Illustrations.
Website Design
One of the key success in this project was proved to be the Website itself. Feedback by own community and data.
Product Design (for dApp)
Tailored solution for the business' needs, compelling visual appealing interfaces, delightful features and seamless UX.
Dark & Light Themes
In blockchain, the dark theme is almost non-negotiable to leave out and was initially designed as a secondary option.
Built-in Newsletter
A CMS-to-UI feature that the team requested this as a main feature, to help in the Marketing Strategy.
Marketing Campaigns
Provided several marketing graphics for a diversified Content Marketing Strategy by working with the CMO.
Project Management
Provided management in a cross-functional team with over 10 different professionals and the Executive team as well.
Mobile Ready
Major issues happen within Web3 Mobile UX, and these issues were mitigated initially by design, and then by code.
Visual Brand ID
Designed the initial and core visuals of the Brand, providing a fertile ground for future improvements.
Strategic Design Approach
Tailored and end-to-end consistency in the visuals for Brand, Marketing Comms and Product Illustrations.
Website Design
One of the key success in this project was proved to be the Website itself. Feedback by own community and data.
Product Design (for dApp)
Tailored solution for the business' needs, compelling visual appealing interfaces, delightful features and seamless UX.
Dark & Light Themes
In blockchain, the dark theme is almost non-negotiable to leave out and was initially designed as a secondary option.
Built-in Newsletter
A CMS-to-UI feature that the team requested this as a main feature, to help in the Marketing Strategy.
Marketing Campaigns
Provided several marketing graphics for a diversified Content Marketing Strategy by working with the CMO.
Project Management
Provided management in a cross-functional team with over 10 different professionals and the Executive team as well.
Mobile Ready
Major issues happen within Web3 Mobile UX, and these issues were mitigated initially by design, and then by code.
Visual Brand ID
Designed the initial and core visuals of the Brand, providing a fertile ground for future improvements.
Strategic Design Approach
Tailored and end-to-end consistency in the visuals for Brand, Marketing Comms and Product Illustrations.
Website Design
One of the key success in this project was proved to be the Website itself. Feedback by own community and data.
Product Design (for dApp)
Tailored solution for the business' needs, compelling visual appealing interfaces, delightful features and seamless UX.
Dark & Light Themes
In blockchain, the dark theme is almost non-negotiable to leave out and was initially designed as a secondary option.
Built-in Newsletter
A CMS-to-UI feature that the team requested this as a main feature, to help in the Marketing Strategy.
Marketing Campaigns
Provided several marketing graphics for a diversified Content Marketing Strategy by working with the CMO.
Project Management
Provided management in a cross-functional team with over 10 different professionals and the Executive team as well.
Mobile Ready
Major issues happen within Web3 Mobile UX, and these issues were mitigated initially by design, and then by code.
Highlighted
Marketing Design
Used in Launches, Campaigns, Partnerships and Community Events.
Highlighted
Marketing Design
Used in Launches, Campaigns, Partnerships and Community Events.
Highlighted
Marketing Design
Used in Launches, Campaigns, Partnerships and Community Events.
Conclusion
The strategy we built for the Website and Marketing communications proved to be a successful key for the rapid growth of new users, community members and Paid Subscribers!
Considering the non-custodial nature of the business, Web3 users tend to be skeptical and avoid participating in certain projects, the Project saw a positive acceptance from the Community, Existing users and surely made room for new users.
Our delivered quality ensured and improved the project's legitimacy, allowing the Executive team to focus on their core responsibilities and bring new users and investors in, therefore, more capital.
Conclusion
The strategy we built for the Website and Marketing communications proved to be a successful key for the rapid growth of new users, community members and Paid Subscribers!
Considering the non-custodial nature of the business, Web3 users tend to be skeptical and avoid participating in certain projects, the Project saw a positive acceptance from the Community, Existing users and surely made room for new users.
Our delivered quality ensured and improved the project's legitimacy, allowing the Executive team to focus on their core responsibilities and bring new users and investors in, therefore, more capital.
Conclusion
The strategy we built for the Website and Marketing communications proved to be a successful key for the rapid growth of new users, community members and Paid Subscribers!
Considering the non-custodial nature of the business, Web3 users tend to be skeptical and avoid participating in certain projects, the Project saw a positive acceptance from the Community, Existing users and surely made room for new users.
Our delivered quality ensured and improved the project's legitimacy, allowing the Executive team to focus on their core responsibilities and bring new users and investors in, therefore, more capital.
3,100
(+120%)
Members in Discord
+
1,600%
Growth in Pro members
From $6.4M to $60M
Within 8 months of Design outsourcing
-
37%
Bounce Rate
4x less time
In page loadings
3,100
(+120%)
Members in Discord
+
1,600%
Growth in Pro members
From $6.4M to $60M
Feedback from Community
-
37%
Bounce Rate
4x less time
In page loadings
3,100
(+120%)
Members in Discord
+
1,600%
Growth in Pro members
From $6.4M to $60M
Within 8 months of Design outsourcing
-
37%
Bounce Rate
4x less time
In page loadings
Tech Stack
Tech Stack
Tech Stack
Credits
Creative Direction
Paulo Monteiro
Product Design
Paulo Monteiro
Development
James J.
Paulo M.
Lucas F.
Nizael V.
Bruno A.
Writing
Paulo M.
Marketing
Paulo M.
Jen C.
Writing
Paulo M.
Marketing
Paulo M.
Jen C.
Credits
Creative Direction
Paulo Monteiro
Product Design
Paulo Monteiro
Development
James J.
Paulo M.
Lucas F.
Nizael V.
Bruno A.
Writing
Paulo M.
Marketing
Paulo M.
Jen C.
Writing
Paulo M.
Marketing
Paulo M.
Jen C.
Credits
Creative Direction
Paulo Monteiro
Product Design
Paulo Monteiro
Development
James J.
Paulo M.
Lucas F.
Nizael V.
Bruno A.
Writing
Paulo M.
Marketing
Paulo M.
Jen C.
Writing
Paulo M.
Marketing
Paulo M.
Jen C.
2024 — Paulo Monteiro
2024 — Paulo Monteiro
2024 — Paulo Monteiro