Campus

The Block recognized an opportunity to expand beyond media into education. With world-renowned crypto experts on the team and a strong position in the market, creating a dedicated learning platform was a natural evolution. The educational content market in crypto remained relatively unexplored, and the company was already educating audiences through its media offerings. The goal was to create a scalable platform serving both individuals and companies: offering subscription-based learning, but also helping organizations identify and recruit verified crypto talent, making HR teams a key audience alongside learners.

The initial branding, art direction, and first design flows came from the Head of Design. I took over the project and expanded it feature by feature as requirements came from the product team, delivering design work across 23 features in just one year, in close collaboration with a dedicated PM and an entire development team. Beyond the product itself, I also designed several marketing landing pages for Campus, complete with interactions and animations.

To facilitate product development from the start, I implemented variables and built a design system that I manage solo, documenting components thoroughly in anticipation of future team growth. The product is in active growth, with many new features, courses and landing pages currently in development.

Beyond the core product, I led design for Crypto IQ, a marketing campaign built to bring Campus to a wider BtoC audience of crypto-native, highly online users. The concept: a 10-minute, 50-question quiz testing crypto knowledge, gated by Twitter login and referral codes, with a bold, irreverent tone of voice and meme-driven visuals that broke from Campus's usual register. Facing a late-stage strategy shift, I redesigned the entire flow within a day to meet the deadline and exceed expectations. The campaign drove strong participation and organic sharing on Twitter, including a live final watched by thousands.

Taking over early design work from another designer came with constraints, but I found creative freedom in building the design system, scalable components and production-ready features.

One of the biggest challenges was establishing a design system structure without having full visibility into the product's future scope and direction. Creating a design system in parallel with an evolving product is demanding, but it allows for real-time testing of what works and what doesn't.

This project taught me to move between two registers: the systematic, long-term discipline of building a design system that scales, and the fast, culturally fluent creative work a campaign like Crypto IQ demands to actually reach and engage an audience. Knowing when to apply which is as much a part of product design as the craft itself.