Role
Design Director
Year
2025 — present
Category
Brand · Product
Sector
DeFi / Fintech
Design Director
2025 — present
Brand · Product
DeFi / Fintech
Dimes is a DeFi embedded credit infrastructure that reinvents how everyday users power their on-chain finances. As Design Director, I led creative direction across product, brand, and marketing — building the full design system from the ground up. Identity, UI, dashboards, mascot, motion design. Delivery also included custom Claude Skills and trained LoRAs to make the system self-sufficient and scalable beyond anyone's direct involvement.
The brief was simple: make a financial product that feels neither sterile bank nor cold crypto exchange. We built a system around one acid-yellow accent, a single distinctive typeface, and a one-of-a-kind mascot that humanizes the interface.
D Letterforms. Coin stacks. Subtractive shapes. The mascot hand — hundreds of routes explored, distilled into a single mark designed to be recognized in a glance.
A character that humanizes a category not known for warmth. The Hands carry the brand into stories, concepts, and product milestones.
Built to capture Dimes' DNA and tell every potential partner what we're about, in one scroll. See it live →
AI-readable brand infrastructure — built so any model can produce on-brand Dimes output from a single skill load. The brand system isn't a PDF; it's code.
Hover states, micro-interactions, and component logic that prove the system was designed, not composed.
The system scales down without losing presence. Acid yellow holds attention at any size.
