A web3 re-branding

When I joined iExec, the brand and website were showing their age, outdated visually, misaligned with the company's culture and vision, and out of step with industry standards. The website compounded this with accessibility and security issues that were actively hindering growth and creating usability friction. A full rebranding and website overhaul were both necessary and urgent.

I led both efforts in parallel, starting with a workshop to surface the company's core values and brand attributes, which became the foundation for every decision that followed.

On the brand side, I worked alone initially, building a comprehensive style guide and rolling out new print and web materials. Two interns joined later, helping push the work further: we introduced new brand touchpoints like holographic meme stickers and funky socks, and collaborated with talented artists to move the visual language from outdated isometric illustrations to retro-futuristic 3D art. The brand became memorable and more specific to our industry.

On the website side, I ran a visual benchmark, moodboard, and usability testing sessions to ground the redesign in real user needs. Working within tight constraints (WordPress, no in-house engineers), I took on technical execution myself and later brought in a freelancer for more complex development tasks. The process involved the entire team, from CEO to tech support, with focused workgroups, wireframes, and iterative testing before implementation.

The most enduring lesson across both projects: when you speak to everyone, you speak to no one. The new brand finally spoke distinctly to iExec's different audiences (research, B2B, and the web3 community), and that specificity is what made it land.

The experience also pushed me from execution into leadership. I started solo, then guided interns and freelancers, and eventually hired a visual designer. I learned how to build a team with good, talented people, how to lead and delegate, and how to optimize the work-load, creating the conditions for others to do their best work.

Finally, both projects reinforced how much a designer's impact depends on the clarity of the company's vision and strategy. Without that foundation, even strong design work becomes harder to defend and easier to dilute; a humbling reminder of where the designer's scope begins and ends.

3D Designer: Damien Boudot
2D Artist: Adrien Mangournet