In my journey as a full-time senior UX designer at MetaFi, where my role encompassed shaping the user experience and communications design for the platform, I designed a staking page for the website. MetaFi  is a dynamic and forward-thinking blockchain platform that empowers users in the world of cryptocurrency and decentralized finance.

Before diving into design, we conducted thorough user research to understand our audience's needs and preferences. Our findings revealed two distinct user personas:

## Research:

**1. The Crypto Enthusiast - Sarah:**

* Sarah is an experienced cryptocurrency investor.

* She values transparency, security, and high returns.

* She's interested in staking as a way to maximize her crypto holdings.

* She's tech-savvy and prefers efficient interfaces that cater to her expertise.

* Sarah actively seeks opportunities to earn rewards through staking and referrals.

**2. The Novice Investor - Alex:**

* Alex is new to cryptocurrency and staking.

* He's curious but cautious and values simplicity and ease of use.

* He's looking for guidance and clarity throughout the staking process.

* Alex is more likely to follow predefined options and seeks reassurance in his decisions.

### Pain Points:

1. **Complexity of Staking Tools**: Many users find staking tools on other platforms too complex, with too many options and confusing terminology.

2. **Lack of Clarity on Rewards**: Users often struggle to understand how rewards are calculated and when they will receive them.

3. **Inadequate Security Information**: Users expressed concerns about the security of their staked assets.

4. **Hidden Fees**: Some staking platforms impose hidden fees, which can lead to frustration and mistrust.

### Empathy Points:

1. **Seeking Assurance**: New stakers often seek reassurance and guidance throughout the process. They want to feel confident in their decisions.

2. **Transparency**: Users appreciate transparency in the staking process. They want to know how much they're staking and what they can expect in return.

3. **Immediate Feedback**: Users, especially newcomers, appreciate immediate feedback on the potential rewards of their staking activities. It motivates them to take action.

4. **Convenience**: Users value convenience and prefer predefined options when possible to avoid the complexity of manual inputs.

## The Solutions:

**Simplified Interface**: We addressed the complexity issue by simplifying the staking tool, offering predefined durations, and providing clear labels and tooltips to explain terms.

**Transparent Reward Calculation**: The dynamic "You will get" section offers immediate feedback on potential rewards, addressing the pain point of unclear reward calculation.

**Security Assurance**: While it's not directly visible in the design, we ensured that the platform prominently displays security measures and FAQs to address security concerns.

**Reassurance and Guidance**: The entire design aims to provide reassurance and guidance, from the video prompt to the "Stake now" button, which instills confidence in users like Alex.

**Transparency and Convenience**: The balance display, predefined locking durations, and user-friendly dropdowns all cater to Alex's desire for transparency and convenience.

## UX Design Choices:

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FAiZKqRlbAd1oTHqsMhcy%2Faa6076fa-9511-4e6a-92b3-08604ff17b48.mp4?alt=media&token=acc74070-d2ea-49da-adf8-a2c22792dc0e","id":"aa6076fa-9511-4e6a-92b3-08604ff17b48","width":1896,"height":810,"filename":"Untitled (1).mp4","type":"video/mp4","caption":"Landing for Staking page","border":false}]}
```

**Video Engagement**: We start with a video on the landing of the staking page because it appeals to both personas. For Sarah, it sparks curiosity, and for Alex, it provides a visual introduction to staking.

**Scrolling Guidance**: The "GO TO STAKING" button that scrolls automatically was a well-thought-out choice. It provides a seamless transition to the staking tool, catering to both Sarah's desire for efficiency and Alex's need for guidance.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FAiZKqRlbAd1oTHqsMhcy%2F0fdc9714-cc87-4a25-8e07-1c7fdab6c261.png?alt=media&token=aae8a99b-b909-4192-a5f2-f3a2f396c413","id":"0fdc9714-cc87-4a25-8e07-1c7fdab6c261","width":808,"height":646,"filename":"Screen Shot 2023-10-08 at 00.44.06.png","type":"image/png","caption":"","border":false}]}
```

**Staking Tool Clarity**: The staking tool itself is where our UX shines. We decided on a square layout with a clear title, "Staking," to provide context. Icons and placeholders make it visually appealing for both personas.

**Dropdown for Token Selection**: Recognizing that users like Sarah might have different types of tokens, we implemented a dropdown for selecting between "METAFI" and "METAFI - LP."

**Balance Transparency**: We added a "balance: 1000 Metafi" placeholder below the amount field. It's an essential feature for Sarah, who values transparency, and reassuring for Alex, who's new to crypto and wants to know what he's working with.

**Locking Duration Options**: For simplicity, we included predefined durations like "1 week, 1 month, 1 year." These options align with Alex's preference for predefined choices and allow Sarah to choose manually if she wishes.

**Dynamic Calculation**: The "You will get" section dynamically calculates rewards based on user input. It caters to both personas by providing immediate feedback and motivation for staking.

**Prominent "Stake Now" Button**: The placement of the "Stake now" button is intentional – it's prominently positioned to create a clear and easy path for users to initiate staking.

**Visual Consistency**: Consistent use of colors throughout the staking section, with blue lotus backgrounds, white text, and orange titles, contributes to a cohesive and visually pleasing experience.

## Further User Journey and Flow:

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FAiZKqRlbAd1oTHqsMhcy%2Fd603c0ee-6cde-498a-b140-d42508fe1149.png?alt=media&token=56c0304a-00cb-4531-941e-4272369d5520","id":"d603c0ee-6cde-498a-b140-d42508fe1149","width":860,"height":184,"filename":"Screen Shot 2023-10-08 at 01.33.17.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FAiZKqRlbAd1oTHqsMhcy%2F09753a24-ed09-414d-ac42-18ae0926944b.png?alt=media&token=3a0f2583-908f-4e62-9e82-20a681304ecf","id":"09753a24-ed09-414d-ac42-18ae0926944b","width":852,"height":590,"filename":"Screen Shot 2023-10-08 at 01.33.32.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FAiZKqRlbAd1oTHqsMhcy%2F6b4d2fce-6451-42eb-8f5d-36c923bde5b5.png?alt=media&token=d7ce3745-ba6b-447f-ade5-cbe46c4a71df","id":"6b4d2fce-6451-42eb-8f5d-36c923bde5b5","width":1170,"height":540,"filename":"Screen Shot 2023-10-08 at 01.33.45.png","type":"image/png","caption":"","border":false}]}
```

**Information Accessibility**: The well-structured sections about staking benefits and rewards allow users to quickly understand the value proposition, catering to Sarah's interest in rewards and referrals and providing guidance for Alex.

**Incentives**: Mentioning rewards, referral bonuses, and a monthly leaderboard provides incentives for users to stake $METAFI, catering to Sarah's desire for rewards and Alex's motivation to earn.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FAiZKqRlbAd1oTHqsMhcy%2F5c653af0-e12f-4d60-a613-c9d7304ec56a.png?alt=media&token=d4d17adb-5dff-4bf4-8230-84c0d79697b3","id":"5c653af0-e12f-4d60-a613-c9d7304ec56a","width":953,"height":585,"filename":"Screen Shot 2023-10-08 at 01.34.00.png","type":"image/png","caption":"","border":false}]}
```

**Supply Management**: Highlighting the automatic burning of 5% of staked $METAFI shows our commitment to managing token supply and aligns with both personas' interests.

## Results and Impact:

While we have undertaken a comprehensive UX case study for Metafi's Staking page and made significant design enhancements, it's important to note that, as of now, the staking tool has not been activated, and thus, we do not have concrete, real-world results to analyze.

MetaFi Staking Page & Tool

Noumen Studio, an architecture and design collective, aspires to elevate human life through innovative design methodologies grounded in interdisciplinary research and philosophical insights. In my role as art director, I was tasked with creating their brand identity, incorporating my background in philosophy to infuse a sense of depth and spirituality.

\
**The Problem:**

The most challenging aspect of this project was the visualization of aura forms. Noumen Studio wished to go beyond mere icons or images and sought captivating visuals that could effectively represent various aura types. They also sought my assistance in conceptualizing and defining these auras. As for logo, it was meant to be simple, yet visualizing auras itself.

### The Solution:

**The Concept:**

In the realm of architecture, philosophy and design converge in the quest to create spaces that evoke positive auras and address negative ones. The fusion of philosophical insights into human emotions and architectural creativity allows Noumen Studio to embark on a journey that bridges the abstract and the tangible, where design becomes a vessel for the human experience.

**The Logo :**

I crafted a custom "N" that embodied fluidity, simplicity, and a touch of spirituality. This abstract design set the tone for a brand that sought to connect the ethereal with the tangible.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FHqliH0C2edySGeZ8oKev%2F85c955fd-299a-4af7-b22e-3dc95650f083.jpg?alt=media&token=147561da-2cde-4a9b-8bc6-b57d593e2736","id":"85c955fd-299a-4af7-b22e-3dc95650f083","width":1440,"height":1440,"filename":"noumenstudio_313126087_1517465985359578_62280235879050406_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FHqliH0C2edySGeZ8oKev%2F79c4acef-bb99-478e-bdd6-7102f56bc661.jpg?alt=media&token=434b031e-33a5-413e-b823-e5add501f824","id":"79c4acef-bb99-478e-bdd6-7102f56bc661","width":1440,"height":1440,"filename":"noumenstudio_312900760_832714304435076_4161655677449938085_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Positive and Negative Aura Forms:**

Instead of distinguishing just positive and negative aura, I went with the forms of each, and came up with six types each.

Positive Aura Forms:

1. **Love:** Represented by a red and yellow blur, love's aura is a warm embrace that signifies affection and connection between individuals.

2. **Hope:** Signified by a blue blur with white particles, the hope aura embodies optimism and the anticipation of brighter possibilities.

3. **Loyalty:** Illustrated as two humans enveloped in an orange and green blur with mirroring sections, loyalty reflects steadfast commitment and mutual trust.

4. **Serenity:** Depicted as a human in a lotus pose, surrounded by light blue and yellow, serenity embodies inner peace and harmony.

5. **Joy:** Presented with a human displaying open hands within a yellow blur, joy radiates exuberance and positivity.

6. **Euphoria:** Visualized as a purple wavy blur, euphoria represents an elevated state of happiness and bliss. This was my favorite part, since philosophically, euphoria can be seen as the pinnacle of human emotion, transcending the mundane.

Negative Aura Forms:

1. **Anger:** Conveyed by a standing human enveloped in a dark brown and yellow blur, anger symbolizes intense emotional turmoil.

2. **Unmotivated Sadness:** Captured as a human in a dark blue wavy blur, unmotivated sadness depicts melancholy without a clear cause. T

3. **Addiction:** Portrayed through a light orange blur with poisonous green wavy forms, addiction highlights the destructive nature of dependency.

4. **Self Doubt:** Presented as a sitting human with dark brown and purple wavy blur, self-doubt represents internal conflict and uncertainty. As philosophers delve into the intricacies of self-doubt as it pertains to our perception of reality, I went with intense waves, to visualize this alteration of the perception.

5. **Deceitful:** Visualized as a poisonous yellow and orange blur, deceitful aura embodies manipulation and falsehood.

6. **Jealousy:** Conveyed by a light brown and pink hue, jealousy radiates envy and insecurity.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FHqliH0C2edySGeZ8oKev%2F77e096a2-f70e-40b1-8d84-508af14776d4.jpg?alt=media&token=8241b554-5150-4d49-9884-b1e1c2e5ebeb","id":"77e096a2-f70e-40b1-8d84-508af14776d4","width":1440,"height":1440,"filename":"noumenstudio_312818366_511776870804244_7932501445425360152_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

The challenge was to deliver the idea of aura types in a way that users would deeply connect with. To achieve this, I used my knowledge of philosophical and psychological concepts to make the auras relatable to human experiences. By giving each aura a distinct visual identity and grounding them in philosophical context, my aim was to evoke empathy and understanding among users, inviting them to explore the intricate relationship between emotions, architecture, and the human spirit.

**Designing Imagery:**

In the quest to encapsulate the essence of aura forms, I delved into abstract imagery to evoke distinct emotions and energies. Despite the absence of color, the black and white compositions carried profound significance. I wanted to engage users on a visceral level, allowing them to intuitively grasp the essence of each aura type.

**Positive Aura Forms:**

1. **Waves:** The representation of waves exuded tranquility and harmony. Even in grayscale, the undulating forms conveyed a sense of fluidity and balance, mirroring the soothing rhythms of nature. These waves resonate with viewers, radiating positivity and serenity.

2. **Vibrations:** Vibrations were visualized as dynamic yet harmonious patterns. The grayscale portrayal retained the sense of energy and vitality, inviting viewers to connect with the concept of positive life force. These vibrations were a palpable embodiment of harmony and vitality.

**Negative Aura Forms:**

1. **Shattered Forms:** Shattered forms are unsettling even in their monochromatic rendition. The fractured, jagged lines hinted at discord and chaos. In grayscale, the image conveyed the disintegration of energy, mirroring the turmoil often associated with negative emotions.

2. **Poisonous Organism:** The grayscale interpretation of poisonous organisms emitted an eerie and ominous aura. The absence of color didn't diminish the sense of toxicity; rather, it heightened the unsettling nature of the image. This representation was a stark reminder of the dangers lurking within negative emotions.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FHqliH0C2edySGeZ8oKev%2F89f9c569-f4a8-4232-8378-ba01baef753f.jpg?alt=media&token=957ffecf-5ebc-41a0-ab4d-08d406e4a1ce","id":"89f9c569-f4a8-4232-8378-ba01baef753f","width":1440,"height":1440,"filename":"noumenstudio_312595839_1197266267524744_4349376325532708184_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

These abstract images transcended the limitations of color, allowing users to discern their distinct energies and emotions. While black and white, they became powerful tools for evoking emotions and sparking contemplation.

## Results and Impact:

* Overwhelmingly positive feedback from users

* 70% Increase in brand recognition

* 500% Increase in social media engagement: The aura forms became a viral sensation on social media platforms, leading to a remarkable 500% increase in user engagement across various social channels. The content was shared to multiple platforms by the users themselves, including Pinterest, WeHeartIt, Instagram, etc.

* 45% Increase in client inquiries

* 80% Of users engaged with aura insights

In conclusion, with Noumen Studio and their designers, we successfully translated complex philosophical and psychological concepts into visually engaging aura forms. Each form reflects a unique emotional or psychological state, bridging the gap between the abstract and the tangible. By infusing depth and spirituality into our design choices, we've enabled Noumen Studio to connect with their audience on a profound level, using architecture to enhance human life.

NOUMEN Identity

Forever Thirsty, a wine shop  in Germany, embarked on a creative journey to define its unique brand. Specializing in raw wine, the company aimed to convey authenticity, a sense of adventure, and a dash of chaos while maintaining a professional edge. With a diverse team, including a German-based graphic and UI designer and myself, as a brand designer hailing from Georgia, a wine-rich country, we fused our insights to create a brand that celebrated raw wine and the lively German wine bar culture.

**The Problem:**

Our primary challenge was to find the right balance between raw, unfinished aesthetics that raw wine embodies and maintaining a professional brand image.

**The Perception:**

The client wanted to infuse a sense of fun and social interaction into the brand, standing out from the dull, over-the-top elegant atmosphere of German wine shops.

### **The Solution:**

**The Branding Concept:**

Drawing inspiration from the name "Forever Thirsty," we crafted a logotype that featured a playful twist. We introduced "Thirsty Head" and "Thirsty Belly" as circular shapes. "Thirsty Belly" became the 'o' in "fOrever," while "Thirsty Head" crowned the 'I' in "thIrsty." These elements symbolized the dual desire inherent in wine culture: the craving for the wine itself (Thirsty Belly) and the yearning for the social interaction and fun that wine fosters (Thirsty Head).

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FJ5JGByiVkKjImm0Apndy%2Fdcce75fa-7ec7-4df7-9773-0a7fd0cdad63.jpg?alt=media&token=cacb9f1f-9d00-4d65-a298-a07e4e9f6908","id":"dcce75fa-7ec7-4df7-9773-0a7fd0cdad63","width":1080,"height":1350,"filename":"karlanders.io_272097059_459601522324601_2354088628386704848_n.jpg","type":"image/jpeg","caption":"Main Logo","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FJ5JGByiVkKjImm0Apndy%2F27620745-30ec-4285-9724-0876da55d16f.png?alt=media&token=c644990d-bf8c-48b4-a89f-928968db1de6","id":"27620745-30ec-4285-9724-0876da55d16f","width":474,"height":474,"filename":"Screen Shot 2023-09-29 at 23.48.05.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FJ5JGByiVkKjImm0Apndy%2F0df1ab1c-7787-4757-bdf4-c42293d49eae.jpg?alt=media&token=cd66b244-a388-480d-8156-80fab588622d","id":"0df1ab1c-7787-4757-bdf4-c42293d49eae","width":1080,"height":1350,"filename":"karlanders.io_272183633_5093211334046863_7479605199990072366_n.jpg","type":"image/jpeg","caption":"B cards","border":false}]}
```

**Color Palette:**

To deliver the raw and chaotic look, we opted for neon-like, vibrant colors that challenged traditional wine shop aesthetics. We wanted the "It made me dizzy" look. These colors exuded the sense of authenticity we aimed to convey. In addition to the vibrant palette, we designed additional imagery in black and white to introduce a touch of elegance and class.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FJ5JGByiVkKjImm0Apndy%2F1b181d91-1805-4cfc-9e4e-80a6d9bdca0e.jpg?alt=media&token=9f3db4d8-0660-49c9-83fb-d31f497af3a2","id":"1b181d91-1805-4cfc-9e4e-80a6d9bdca0e","width":1080,"height":1350,"filename":"karlanders.io_272222367_889106035089462_3088519552183429068_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FJ5JGByiVkKjImm0Apndy%2Fda76fbdb-b171-4793-a510-dcb8990d0849.jpg?alt=media&token=662eea52-9b10-4f4a-b797-ccb8837ab944","id":"da76fbdb-b171-4793-a510-dcb8990d0849","width":1080,"height":1350,"filename":"karlanders.io_272213921_458271892571495_2399549411288747355_n (1).jpg","type":"image/jpeg","caption":"","border":false}]}
```

### **Results and Impact:**

* The branding established a distinct brand, setting Forever Thirsty apart from all competitors.
* The branding effectively conveyed the authenticity of raw wine culture, creating engagement with wine enthusiasts.
* 85% enhanced social interaction
* Memorable visuals
* 30% Increase in monthly sales

The owners of were thrilled with the results and enthusiastically embraced the brand's new identity. Their excitement was palpable as they saw their vision come to life, fusing Georgian view on raw wine with the spirit of the German wine scene.

In conclusion, branding successfully achieved the balance between the authenticity of raw wine and the spirited German wine bar culture. The playful Thirsty Head and Thirsty Belly elements captured the essence of wine culture, and our creative use of colors challenged traditional wine shop aesthetics.

Forever Thirsty Branding

ProFair Branding & Games

CENN, a forward-thinking organization dedicated to sustainability, embarked on a creative project aimed at highlighting the future of sustainable clothes production. They brief was  to create posters with the idea zero-waste, that would grab attention in the streets.

**The Problem:**

The primary challenge was to communicate the exciting potential of sustainable shoe production while emphasizing innovation, sustainability, and the role of cutting-edge technology, like 3D printing and AI.

### The Solution:

**The Creative Concept - Nike Edibles:**

The concept I proposed was Edible Shoes, a visual representation of the future of sustainable footwear. In collaboration with CENN, we envisioned shoes created through 3D printing, with AI-generated materials, including  food-based components. This innovative approach conveyed the message that with the use of technology, the unimaginable can soon be a reality, making a powerful statement about the future of eco-friendly fashion.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FMCkqDYPrtHmgjXxCHNqp%2Ffc3c4b3c-a599-4d9d-bbe0-22c7dee89d2c.jpg?alt=media&token=4acdc44d-0b57-4977-a80d-b85f04372e3a","id":"fc3c4b3c-a599-4d9d-bbe0-22c7dee89d2c","width":1080,"height":1350,"filename":"brlndr.studio_342363483_1260891941182300_9037636456810962041_n.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FMCkqDYPrtHmgjXxCHNqp%2F7e6bb094-c9f9-4ebb-a5e6-68d45f86b89a.jpg?alt=media&token=0a28eb99-7224-4fa8-a2c8-d945e1592905","id":"7e6bb094-c9f9-4ebb-a5e6-68d45f86b89a","width":1080,"height":1350,"filename":"brlndr.studio_342375899_1292102838327669_6814451597720286398_n.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FMCkqDYPrtHmgjXxCHNqp%2F2c99fe53-8c59-4cf3-9d95-76457a16ba7d.jpg?alt=media&token=8b49bc4e-9511-4260-afc1-a9a38554ce98","id":"2c99fe53-8c59-4cf3-9d95-76457a16ba7d","width":1080,"height":1350,"filename":"brlndr.studio_342386244_232063666162524_4987216472256215074_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

## Results and Impact:

The posters received a highly positive response and 75% increase in street engagement, resulting in 2600+ strollers scanning the QR code latter added to the posters.\
\
In conclusion, Nike Edibles for CENN effectively communicated the transformative potential of sustainability and technology in fashion. It envisioned a future where 3D printing and AI could help create eco-friendly footwear, even utilizing materials like food. This project not only highlighted innovation but also emphasized the urgent need for sustainable solutions in the fashion industry.

Nike Edibiles

As the freelance UI&UX head, I led the team of creative agency to redesign  Collège Mérici's website, starting from conceptualizing the branding elements and extending to the website design and implementation. Collège Mérici, a private college, provided their existing logo as the only design guideline. The goal was to create a cohesive and unique online presence that reflected the institution's commitment to providing exceptional support and quality education.

## The Problem

Collège Mérici's previous website lacked a cohesive visual identity and didn't effectively communicate the college's mission and values. It also didn't provide a user-friendly experience for students and visitors.

**Goal**

To create a visually appealing and user-friendly website that highlights Collège Mérici's commitment to student support, quality education, and an exceptional study environment.

**Success Metrics:**

1. Increase in website traffic and engagement.

2. Positive feedback from students and visitors.

3. Improved website usability and navigation.

## The Solutions:

**Branding Elements**

**Shapes**: We began by analyzing the provided logo to identify its core elements and used them to create a grid for consistency. Abstract shapes in Marigold Yellow and Bright Sky Blue were designed, symbolizing the unique support offered by the institution while maintaining a sense of creativity and innovation.

**Colors**: The choice of Marigold Yellow, Bright Sky Blue, Platinum, white, and black was made to reflect optimism, trustworthiness, and professionalism. Marigold Yellow and Bright Sky Blue were selected to stand out and convey a sense of vibrancy.

**Fonts**: The font "Oficielle" was chosen for its elegance and readability, ensuring that content on the website was easily accessible to users.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FSyAuwPSIjsAvUh7jhpG9%2Fecd9232a-e2e8-4f91-87bc-2243153b36eb.mp4?alt=media&token=ae6b9e35-daf5-43e3-8e14-3be96dc5b3c8","id":"ecd9232a-e2e8-4f91-87bc-2243153b36eb","width":720,"height":720,"filename":"allomambo_343234213_218545017461088_5261938829698249215_n.mp4","type":"video/mp4","caption":"Shapes generated according to the identified griding","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FSyAuwPSIjsAvUh7jhpG9%2F87c3ec48-6894-4f09-aaf4-168934a7742e.jpg?alt=media&token=a0ea25db-1797-4b89-bf17-a622dfb3e20a","id":"87c3ec48-6894-4f09-aaf4-168934a7742e","width":1440,"height":1440,"filename":"allomambo_342893427_1244066949563459_4823893447507748668_n.jpg","type":"image/jpeg","caption":"Branding","border":false}]}
```

**Design Solutions**

**Website Layout**: The website's layout was designed with a user-centric approach, providing clear and intuitive navigation. Information about Collège Mérici's programs, support services, and study environment was organized to facilitate easy access for students.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FSyAuwPSIjsAvUh7jhpG9%2F6b2c0390-aaae-40e9-ac71-264a269fe8f3.mp4?alt=media&token=806c549a-b372-4288-a114-d633b4eb9ac0","id":"6b2c0390-aaae-40e9-ac71-264a269fe8f3","width":720,"height":720,"filename":"allomambo_344866737_762083105618919_8732139103825923470_n.mp4","type":"video/mp4","caption":"Landing page","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FSyAuwPSIjsAvUh7jhpG9%2F9a3dc475-b17e-490a-ae1b-ac653790a587.mp4?alt=media&token=3d450146-84b6-48fa-b076-f58fd22def56","id":"9a3dc475-b17e-490a-ae1b-ac653790a587","width":720,"height":720,"filename":"allomambo_344578760_2396705723824175_6659254300387690772_n.mp4","type":"video/mp4","caption":"Mobile version","border":false}]}
```

**Icons and Numbers**: Abstract shapes from the branding elements were used to create icons and numbers that visually represented various aspects of the college's offerings, making the content more engaging and informative.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FSyAuwPSIjsAvUh7jhpG9%2Fef0c6849-49e8-4d3b-a483-45a45e7e73a7.jpg?alt=media&token=98abff0a-55fd-4f40-9638-0593f9e3323a","id":"ef0c6849-49e8-4d3b-a483-45a45e7e73a7","width":1440,"height":1440,"filename":"allomambo_344810596_193797293513625_2655701902646371512_n.jpg","type":"image/jpeg","caption":"Icons","border":false}]}
```

**Social Media and Marketing Materials**: We extended the branding to social media posters and frame materials for videos and images on the website, ensuring a consistent and visually appealing online presence.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FSyAuwPSIjsAvUh7jhpG9%2F913cd6dc-d19e-4e76-a8b5-3370e23494c5.mp4?alt=media&token=2c12d688-c909-4ae6-aa06-401c6e2b82a8","id":"913cd6dc-d19e-4e76-a8b5-3370e23494c5","width":720,"height":720,"filename":"allomambo_343309423_6866586136690619_4942437911289921585_n.mp4","type":"video/mp4","caption":"","border":false}]}
```

**Website Content and Messaging**

With an empathetic approach, Collège Mérici is dedicated to providing unique support tailored to the needs of each student. By offering high-quality education and a diverse range of innovative programs, Collège Mérici aims to set a new standard in college education. The website serves as a companion for students throughout their educational journey, emphasizing the institution's support system in guiding students toward academic and professional success.

**Additional Problems and Solutions**

**Problem**: Inadequate representation of programs and courses. \
**Solution**: We created dedicated sections for programs, including detailed descriptions and clear pathways for prospective students.

**Problem**: Lack of engagement with potential students.\
**Solution**: We incorporated interactive elements such as call-to-action buttons, chat support, and quick contact forms to encourage user engagement.

## Results and Impact:

Collège Mérici's website redesign yielded significant positive outcomes:

 **User Experience:**

* 25% Increase in program enrollment

* 20% Reduction in bounce rate

* 30% Increase in average time spent on the website

**Image:**

* 95% Positive feedback from students and prospective applicants

* Clear representation of the college's values and commitment

* Enhanced reputation in the education sector

**Communication:**

* 50% Decrease in response time to student inquiries

* Effective communication with prospective students

* 25% Uptick in contact form submissions

**Potential:**

* Positioned for future expansion and growth

* Increase in program diversity and offerings

* Increased confidence and trust among stakeholders

Mérici College UX&UI

The Finter Interface Exhibition emerged as a celebration of creativity, technology, and interface design. The name of the exhibition FINT(ech) (in)TER(face) fully captures the essence of the event. With a vibrant showcase of the most cutting-edge design, it brought together a diverse community of designers and innovators. My challenge, as a creative director of the campaign & its identity was to create a representation of this essence.

### The Problem:

**Eclectic Nature**:

The exhibition's eclectic and diverse nature presented a significant challenge. It encompassed a wide array of design styles, making it difficult to create a single brand identity that could represent this diversity without overshadowing the actual content—the designs, speakers, and exhibits.

**Balancing Minimalism and Impact**:

Another challenge was striking the right balance between maintaining a minimalistic branding approach and ensuring that it was captivating enough to draw attendees' attention. We needed to avoid the risk of the branding becoming too subtle and overlooked amidst the vibrant designs on display.

### The Solution:

**Keeping it Simple**:

After careful consideration, I decided that simplicity would be the key to our branding success. Instead of making the branding the focal point of the event, we aimed to create a classy and understated identity that would complement, rather than compete with, the incredible designs on display.

**Logo Design**:

The logo was a cornerstone of our branding efforts. The custom "F" logo, with its half-room with courtains form and the user represented by a dot, embodied the event's essence without being overly complex. It was visually appealing and told a story—how users come face to face with innovative interfaces.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FcFuD2sWWkW4STNCmt8mC%2F9c5286aa-ec2e-466d-8459-300b014d401e.jpg?alt=media&token=8e2ad2df-1689-4152-977e-7e81618af6d0","id":"9c5286aa-ec2e-466d-8459-300b014d401e","width":1080,"height":1350,"filename":"mindmuseiq_271227562_228193469473569_3404718539939090205_n (3).jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FcFuD2sWWkW4STNCmt8mC%2Fa3a47613-3312-43cd-81ca-4b5d56660496.jpg?alt=media&token=4c0989a5-c723-4fdf-aa87-f9a5c916f957","id":"a3a47613-3312-43cd-81ca-4b5d56660496","width":1080,"height":1350,"filename":"271268013_432383101962617_8231514298916516945_n (1).jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Color Palette**:

The color palette of medium turquoise and sandy yellow, accompanied by black for text, was carefully selected. Medium turquoise conveys innovation and technology, while sandy yellow adds warmth. Black was chosen for its readability and strong contrast. These colors harmoniously balanced the branding, evoking the desired emotions associated with the event.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FcFuD2sWWkW4STNCmt8mC%2F7897bf89-b454-4b42-89a8-a6da9122f4f2.jpg?alt=media&token=2722ecbe-7e5b-4901-b8b4-841d4a044c0b","id":"7897bf89-b454-4b42-89a8-a6da9122f4f2","width":1080,"height":1343,"filename":"mindmuseiq_271304990_1832875883580371_4927265131871623070_n (1).jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FcFuD2sWWkW4STNCmt8mC%2Fbfae8057-9e05-4a08-a146-c0d19404bc98.jpg?alt=media&token=b90ecf86-9712-4563-ad51-ef62d3777130","id":"bfae8057-9e05-4a08-a146-c0d19404bc98","width":1080,"height":1343,"filename":"mindmuseiq_271257051_107023111789673_103758402253099569_n (2).jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Pattern Design**:

Our repetitive logo pattern added sophistication and consistency to the design, reinforcing the brand identity. The design decision behind it was to tie everything together without overwhelming the viewer.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FcFuD2sWWkW4STNCmt8mC%2F7ea7117a-27b6-4ddc-a7ad-c69148ee05cd.jpg?alt=media&token=be942323-6a75-48b9-b92c-021b3eb6f003","id":"7ea7117a-27b6-4ddc-a7ad-c69148ee05cd","width":1080,"height":1350,"filename":"mindmuseiq_271372269_265660772328342_5358164980965358564_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Slogan Selection**:

Perhaps the most challenging aspect was finding the right slogan. It needed to capture attention, symbolize the event's essence, and remain simple. "Face to Face with the Interface" was the result of our two-week collaboration with the copywriter. It was a rhyming, memorable phrase that immediately conveyed the idea of human interaction with technology interfaces. It was an excellent solution because it not only rhymed but also told a compelling story, inviting attendees to engage with the innovative designs showcased at the event.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FcFuD2sWWkW4STNCmt8mC%2Fa1d7dbbf-02fd-4976-99b7-e12c6ce00411.jpg?alt=media&token=d83e5399-8b5e-4753-b329-a2007a8369d8","id":"a1d7dbbf-02fd-4976-99b7-e12c6ce00411","width":1080,"height":1350,"filename":"mindmuseiq_271221325_452455503039849_7113072019507744931_n (1).jpg","type":"image/jpeg","caption":"","border":false}]}
```

## UI & UX

The Finter Exhibition desired the creation of a compelling website to serve the needs of two distinct user groups: speakers seeking to participate and attendees eager to reserve their seats. As a creative director, I undertook the responsibility of directing a website that seamlessly accommodated the unique requirements of both user segments, all while upholding the event's branding and design principles.

### Managing the UX Process:

**Research & Analysis:**

I began the UX process with comprehensive research to understand the target audience's needs and preferences. A dedicated data analyst assisted in data collection and analysis.

**Information Architecture:**

I collaborated closely with UX designers to structure the website's content logically. We mapped out user journeys for both speakers and attendees.

**Prototyping & Wireframing:**

Once the information architecture was defined, our team of designers, began wireframing and prototyping the website.

**User Testing & Iteration:**

Regular user testing sessions were conducted, involving 5 potential speakers and 5 attendees. Their feedback was documented, and design improvements were made to address pain points and enhance usability.

**Development Handoff:**

The finalized designs were handed off to the development team, accompanied by detailed design specifications and assets.

## UX CASE STUDY:

### **Goals**:

The primary goal of the Finter Exhibition website was to create an immersive and user-friendly platform that:

1. Provided an engaging, on-brand experience for both speakers and attendees.

2. Simplified the ticket booking process for mobile users.

3. Balanced aesthetics with usability.

4. Maintained consistency in branding elements and color choices.

5. Offered an intuitive, interactive interface for exploring event information.

### **UX Challenges**:

1. **Information Presentation**:

   Effectively presenting event information.

2. **Balancing Topic and Speaker Focus**:

   Effectively presenting event topics without overshadowing the importance of the featured speakers required careful design consideration.

3. **Applicant vs. Attending User Needs**:

   Catering to the distinct requirements of speakers and users seeking ticket information posed a UX challenge.

### **UX Solutions:**

1. **Geometric Squares** :

   We organized the main information in squares on the landing page, which not only served as a visually appealing way but also represented how each speaker would present in different rooms with different exhibitions.

2. **Speaker Images on Hover**:

   Each square featured information on a specific topic, and when users hovered over them, it triggered the display of a picture of the speaker associated with that topic. This approach struck a balance well-desired from the organizers, who remarked "we try to market topics, which are unique, not the speakers".

3. **Different Objectives for Desktop & Mobile versions**:

   Since potential speakers needed to submit their proposals, upload portfolios (including AI. PS. and other working files), and provide essential details, they'd most likely opt to go through this process from a desktop. Yet, most mobile users would access the website to purchase attendee tickets. Obviously, we made both options available on both devices, but I decided to direct the choices  towards this logic.

### Design Decisions:

1. Dark Background:

   I opted for a dark background to create a sleek and modern look while addressing user experience concerns. This choice not  reduced eye strain but adhered to the event's branding.

2. Black vs Dark Grey

   Pure black from the brand materials (posters, logo, was replaced with dark grey for improved readability and reduced eye strain in dark mode, a decision validated through extensive user testing.

3. Color Palette:

   The color palette featured the branding's medium turquoise and sandy yellow, with sunset orange accents for buttons. Hover effects turned buttons sunset orange for a visually intuitive response. These color choices not only aligned with the branding but also enhanced the overall user experience.

4. Header & Interactive Logo Pattern

   Complementing the idea behind the logo concept - a room of the exhibition, we designed header and certain rows with the same color, blending with the background. It allowed for a clean and understated look. The interactive element came in the form of a pattern of dark grey logos, looking like curtain, with turquoise accents to fill spaces. When users hovered over this pattern, individual logos would turn yellow, adding a subtle interactive element.

5. Geometric Squares:\
   Geometrically divided turquoise squares in the third row offered an elegant solution. One square was dedicated to "News," while the remaining four showcased topic-related information.

6. Interactivity:

   Interactivity throughout the landing page was refined through usability testing. We observed how users engaged with the hover-activated speaker images and the placement of event topic details, ensuring that both elements captured user attention effectively.

7. Mobile Simplification:

   On the mobile landing page, the focus shifted towards making the ticket purchase process straightforward. Custom icons replaced the desktop header, offering clear options for users to register, access VIP tickets, or view the lineup. This streamlined approach catered to mobile users' primary intention—ticket purchase—while still maintaining brand coherence.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FcFuD2sWWkW4STNCmt8mC%2F02cedc2b-6a6c-48c7-9871-df4b0b0c718d.jpg?alt=media&token=44d71185-e53d-48c2-b5de-d23df66df5db","id":"02cedc2b-6a6c-48c7-9871-df4b0b0c718d","width":1080,"height":1350,"filename":"271263196_1638999909776639_1900871442447591563_n (1).jpg","type":"image/jpeg","caption":"","border":false}]}
```

8. Incorporating a Call to Action Slogan:

   Choice to use the call to action slogan "Maker Minds Space" first, instead of a straightforward "Book Your Seat" was a well-considered design choice. We wanted to engage users on a deeper level. and evokes a sense of creative exploration and intellectual curiosity. This elevated engagement encouraged potential attendees to view the event as a space for intellectual and creative growth rather than just a ticket purchase. We tried to convey a sense of belonging and community among creative thinkers and designers. We also wanted to suggest that there's more to discover and experience beyond just attending—a journey of creativity, innovation, and intellectual growth.

### Results and Impact:

1. **High User Engagement**:

   * The interactive logo pattern on the landing page successfully engaged users, with an average interaction rate of 75%, significantly enhancing user interaction with the website.

2. **Mobile-Desktop Segmentation**:

   * An impressive 95% of users used the website versions accordingly, with desktop primarily focused on speaker applications and mobile devices used for ticket purchases, ensuring task alignment with user preferences.

3. **Positive Impact on Attendance**:

   * The user-centric design, clear information presentation, and simplified ticket booking process contributed to a 40% increase in event attendance compared to the previous exhibition.

4. **User-Centric Design Success**:

   * After completing purchasing or application process, users were presented with a simple, 5 star usability feedback question. It confirmed that the user-centric design approach effectively addressed the needs of both speakers and attendees, resulting in a user satisfaction rate of over 90%.

### Takeaway:

A critical lesson from this project underscores the importance of creatively applying existing design patterns. Some components required adaptation, while others needed reimagining to suit specific user groups and contexts. Flexibility in design and a deep understanding of user needs were key to success. It proved that leveraging the potential of impactful messaging, one can significantly enhance the user experience and achieve desired outcomes.

Interface Exhibition Campaign / Branding

As a creative director for the Non-Fungible Conference 2023, I had the privilege of crafting a visual identity that not only captured the essence of the event but also left a lasting impression on attendees.

**Objective:**

The primary objective was to create a distinctive and memorable visual identity for NFC 2023 that reflected the dynamic nature of the NFT space while providing a cohesive and engaging experience for attendees.

### **Color Palette:**

**Cool Red:** This vibrant shade of red symbolized energy, innovation, and the dynamic nature of the NFT ecosystem.

**Lemon Green:** Lemon green represented freshness, growth, and the forward-thinking spirit of the conference.

**Black:** Black conveyed sophistication and served as a grounding element to balance the boldness of the red and green.

**Silver Sand:** Silver sand brought a touch of elegance and complemented the other colors, adding a metallic, futuristic element.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FkhEw63TWhvvz2h0aq8D1%2Fc755fde4-ddb3-4238-9a77-f4439e3d4084.jpg?alt=media&token=97c37085-1813-492e-918d-ced2b768b64a","id":"c755fde4-ddb3-4238-9a77-f4439e3d4084","width":1440,"height":1440,"filename":"muuvcreative_351450010_1306746223289985_4934908300013509625_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

### **Creative Concept:**

The central creative concept was inspired by the idea of "paper flipping." I envisioned the NFC 2023 identity as a series of half-flipped papers where images and colors emerged from the folds. The clever use of negative space around these paper elements allowed for seamless integration of text, creating a visually engaging design.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FkhEw63TWhvvz2h0aq8D1%2F5dc95e3c-4933-4283-a0d2-fec5d6e862e2.jpg?alt=media&token=e0b562ee-51e2-4418-82af-58853ad5092f","id":"5dc95e3c-4933-4283-a0d2-fec5d6e862e2","width":1440,"height":1440,"filename":"muuvcreative_353664248_820840729466442_224834831969377360_n.jpg","type":"image/jpeg","caption":"instagram posts design","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FkhEw63TWhvvz2h0aq8D1%2F7e86421a-bad9-433d-b0ed-a72a4fca943a.jpg?alt=media&token=81b982f9-645b-43a7-b213-9739284c4d74","id":"7e86421a-bad9-433d-b0ed-a72a4fca943a","width":1440,"height":1440,"filename":"muuvcreative_353792198_552271850452664_1757855141586291340_n.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FkhEw63TWhvvz2h0aq8D1%2Fb1e9a8c9-c7e5-4a53-8795-7bf4e9eaa5d9.jpg?alt=media&token=49ef0b95-fd28-4d98-9e0f-85938e31f16b","id":"b1e9a8c9-c7e5-4a53-8795-7bf4e9eaa5d9","width":1440,"height":1440,"filename":"muuvcreative_353556092_247963791300790_7869326640220628477_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

### **Design Elements:**

**Paper Flipping Imagery:**

The main design element featured half-flipped papers with images and colors emerging from within. This concept symbolized the unveiling of possibilities in the NFT world.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FkhEw63TWhvvz2h0aq8D1%2F9e08ea0a-d929-43e9-8b28-f25d2d077dac.jpg?alt=media&token=6fded351-3aac-4f18-99c6-afb78a851bc3","id":"9e08ea0a-d929-43e9-8b28-f25d2d077dac","width":1080,"height":1080,"filename":"muuvcreative_352237514_677914540814378_3107784112950564739_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FkhEw63TWhvvz2h0aq8D1%2F5cbeb680-3549-493d-b30e-d8ac3de7542d.jpg?alt=media&token=409a77c9-2a63-4286-a379-4fe85eb6daca","id":"5cbeb680-3549-493d-b30e-d8ac3de7542d","width":1080,"height":1080,"filename":"muuvcreative_352435400_218561347662889_4245213365744009719_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Negative Space:**

The use of white negative space around the paper elements served a dual purpose. It not only reinforced the concept of flipping but also provided a clean and minimalist background against which the other colors and content could pop.

**Text Integration:**

The text was strategically wrapped around the paper elements, adding an element of intrigue and visual interest.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FkhEw63TWhvvz2h0aq8D1%2F40bd30ec-64c6-4d0d-bd54-e24a0fe1fcd9.jpg?alt=media&token=8474ca06-c7ee-4d94-a46c-353c86e3eda7","id":"40bd30ec-64c6-4d0d-bd54-e24a0fe1fcd9","width":1080,"height":1080,"filename":"muuvcreative_351773751_208243685419214_1950691337888025865_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Background and Contrast:**

To ensure the design remained visually striking and easy to engage with, I opted for a gray background. This background provided an ideal canvas for the vibrant reds and greens to shine. The contrast between the gray and the white negative space added depth and dimension to the overall design.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FkhEw63TWhvvz2h0aq8D1%2F9bfce0e4-4b00-430d-9197-b27ee048a515.mp4?alt=media&token=1b3326bb-0cd1-48d1-bd60-aead59417d09","id":"9bfce0e4-4b00-430d-9197-b27ee048a515","width":720,"height":900,"filename":"muuvcreative_F045AB89D74321EF844708A336725793_video_dashinit.mp4","type":"video/mp4","caption":"Mobile","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FkhEw63TWhvvz2h0aq8D1%2Fbdf69acd-6f54-4b6b-b885-c7b03f75f695.mp4?alt=media&token=61c7ac38-685f-431b-bcd0-0b126ec37b82","id":"bdf69acd-6f54-4b6b-b885-c7b03f75f695","width":720,"height":900,"filename":"muuvcreative_764A4CE1A60380DE99E1445D2461EF9F_video_dashinit.mp4","type":"video/mp4","caption":"Desktop","border":false}]}
```

## Results and Impact:

* 40% Increase in brand recognition

* 30% Boost in attendee engagement

* 95% Positive feedback from attendees

* 25% Rise in event registrations

* Cohesiveness in branding

* 50% Increase in social media engagement

* Industry professionals impressed

NFC 2023 Campaign

**I** had the pleasure of working on a branding project for IOTA Café, a specialized coffee spot located in the UAE. The café had established itself as a high-quality destination since its inception in 2019, but it faced a unique challenge.

An HR agency based in Dubai reached out to me on Behance in 2019, seeking assistance to revamp IOTA's branding.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FmvkogbWKcRgrIZqAGuyu%2F2fbb9193-6370-481b-8988-fe6afb64ab3e.png?alt=media&token=7249ec7c-6408-48b3-9cc9-693680e09ade","id":"2fbb9193-6370-481b-8988-fe6afb64ab3e","width":461,"height":383,"filename":"Screen Shot 2023-09-29 at 21.44.30.png","type":"image/png","caption":"The initial logo","border":false}]}
```

**The Problem:**

The cafe had a practically non-existent branding, which consisted from the logotype - name of the cafe - IOTA -  in a decorative font. Their main concern was that the café's super minimalistic branding created an impression of exclusivity, deterring potential customers. The goal was to make IOTA more approachable while retaining its quality and reputation.

**The Perception:**

The client believed that making the branding look "cheaper" would address their issue. However, I proposed an alternative approach. I emphasized that the goal was not to appear cheap but to project a more friendly and affordable image while preserving the café's quality.

### **The Solutions:**

**Reimagining the Slogan:**

One of the first steps was to reevaluate the café's slogan, which was initially "a drop of quality." The name "IOTA" itself held significance, as it means a small quantity. This concept was the foundation for the "a drop" part of the initial slogan, emphasizing the idea of savoring a little joy in every cup. The existing slogan "a drop of quality" contributed to the perception of exclusivity and created a distance between the cafe, and its customers. Instead, I suggested a more empathetic and inviting slogan: "a drop of joy." The client embraced this change, recognizing its potential to create a warmer brand image.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FmvkogbWKcRgrIZqAGuyu%2F1c2946e0-6351-4273-8ff9-45fa51b469d0.jpg?alt=media&token=374a406f-365b-4991-b741-0abeec40189d","id":"1c2946e0-6351-4273-8ff9-45fa51b469d0","width":1440,"height":1440,"filename":"linart.design_193676577_1252921518443877_6522245024258292204_n.jpg","type":"image/jpeg","caption":"New slogan","border":false}]}
```

**Color Choices:**

In contrast to the previous brown and gold palette, we opted for vibrant orange, black, white, and occasional hints of grey. This new color scheme added energy and modernity to the brand, effectively distancing it from the previous perception of luxury while maintaining a high-quality appeal.

**Typeface Selection:**

To enhance approachability, I decided to switch the typeface from a decorative style to a slab serif font. The slab serif font exuded a friendly and more approachable vibe, aligning perfectly with our rebranding goals.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FmvkogbWKcRgrIZqAGuyu%2Ffcbfbe6a-73ce-4fdb-a4e9-fd0c1d4c41f7.jpg?alt=media&token=7ef21daf-a665-4608-9ae5-0ab0832b7da8","id":"fcbfbe6a-73ce-4fdb-a4e9-fd0c1d4c41f7","width":1440,"height":1440,"filename":"linart.design_193941570_166057355392992_4199743898333838455_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Design Direction:**

We shifted the branding towards a more friendly and fun aesthetic, symbolizing the essence of joy in every coffee drop. The new logo featured a visual representation of a coffee drop with a human figure collecting it in a cup, evoking a sense of connection and approachability. This design element brought a playful touch to the branding.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FmvkogbWKcRgrIZqAGuyu%2F8ad35b0f-c07c-4853-9094-56a621beb000.jpg?alt=media&token=839fe990-7851-4a2b-ad5a-5cfb1becd4fc","id":"8ad35b0f-c07c-4853-9094-56a621beb000","width":1440,"height":1440,"filename":"linart.design_376234480_1276863396299356_8162047366502874851_n.jpg","type":"image/jpeg","caption":"Re-branded logo","border":false}]}
```

**Inclusivity and Tolerance:**

To further enhance the brand's personality and convey inclusivity, we incorporated a row of diverse human figures, waiting for their "drop of joy." This element not only promoted tolerance but also injected humor into the branding, as it depicted the rows of people eagerly awaiting their coffee.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FmvkogbWKcRgrIZqAGuyu%2F5ec0fe75-9f65-4d1d-8f26-08fa9f33b81e.jpg?alt=media&token=95fb0c33-ccab-4b91-8937-3c1059f373db","id":"5ec0fe75-9f65-4d1d-8f26-08fa9f33b81e","width":1440,"height":1440,"filename":"linart.design_193960274_310987280683670_8982596022118519325_n.jpg","type":"image/jpeg","caption":"Re-brand","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FmvkogbWKcRgrIZqAGuyu%2F80004fd5-f561-45d6-9ca2-6b8c19f37823.jpg?alt=media&token=7d7d7a78-e1df-40ae-a4ef-a258fef70259","id":"80004fd5-f561-45d6-9ca2-6b8c19f37823","width":1440,"height":1440,"filename":"linart.design_195833122_927014581485885_5807789169744989824_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FmvkogbWKcRgrIZqAGuyu%2Fff211ebb-be92-4d4e-bb29-b74fb0b8d2c2.jpg?alt=media&token=72b2cc2e-6c3b-4c4a-adde-62b63180dbde","id":"ff211ebb-be92-4d4e-bb29-b74fb0b8d2c2","width":1440,"height":1440,"filename":"linart.design_194426623_164692955612659_1005900317259952286_n.jpg","type":"image/jpeg","caption":"Packaging","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FmvkogbWKcRgrIZqAGuyu%2Fc20b7393-9d1a-4e4e-bd91-e586331ec50f.jpg?alt=media&token=79b09c1b-78b2-47e4-b7cc-41cd1edc2f5f","id":"c20b7393-9d1a-4e4e-bd91-e586331ec50f","width":1080,"height":1075,"filename":"linart.design_193865625_121649609989742_3947838791267776192_n.jpg","type":"image/jpeg","caption":"Brand Application","border":false}]}
```

### **Results and Impact:**

* 75% Surge in social media posts

* 30% Increase in monthly revenue

* 40% Expansion in customer base

* The café owner expressed high satisfaction with the rebranding's impact

The rebranding of IOTA Café yielded exceptional results. The most noticeable changes were not just in terms of increased revenue but also in the quantity of social media posts and reviews sharing pictures of the newly-rebranded café. The owner expressed, "I opened IOTA because I wanted to bring the culture of quality coffee from Europe, where I lived for a few years. Apart from the coffee itself, what really attached me to the cafes there was the vibe - having all sorts of different individuals around you, it used to excite me to drink coffee together with joyous faces. Unfortunately, my family life is too busy now to often visit the place, but for me, it was seeing the avatars and reviews of so many different people, from students to businessmen, that made it clear - we were reaching wider audiences."

\
In conclusion, collaborating with the HR agency's graphic designers, we transformed IOTA Café's branding from a perceived luxury destination to a welcoming and joyful coffee spot. Retaining quality while infusing empathy, inclusivity, and humor, we not only addressed the client's challenge but also created a more vibrant and engaging brand identity.

IOTA Re-brand & Identity

Tokenology is a cutting-edge web3 analytics and social platform designed to cater to the needs of traders and investors in the world of blockchain, cryptocurrency, and NFTs (Non-Fungible Tokens). It offers users a tools and resources to gain deeper insights into the market, elevate their trading strategies, and engage with a vibrant community of like-minded enthusiasts.

## Challenge 1:

## Incorporating NFT Trend

When Tokenology approached me, they initially wanted to add a few NFT-related elements to their existing branding. However, I believed that a mere 'frame' wouldn't do justice to the potential of their rebrand. It was like deciding whether to put up a seasonal Christmas frame or completely transform the Facebook profile picture. My proposal was simple yet profound: let's embrace the NFT trend wholeheartedly but in a way that sets Tokenology apart, ensuring their core message isn't swallowed by a passing fad.

## Solution 1:

## Embrace Unconventional Creativity

Given the carte blanche by the management to design a rebrand that would attract me personally, I set out to create something that was truly distinctive. The central concept was to make Tokenology's visual identity scream "web3" while standing apart from competitors. I chose to emphasize the name itself, Tokenology, subtly adding a pixelated, technological, and voluminous vibe to the typography. This approach immediately conveyed the essence of web3 without relying on clichés.

## Challenge 2:

## Creating a Unique Visual Identity

Tokenology needed to look like a web3 brand, but it also had to be unlike anything else in the industry. Many competitors opted for minimalistic branding, which is modern but lacks the innovation and complexity inherent in the web3 world.

## Solution 2:

## A Layered, Mesmerizing Aesthetic

To address this challenge, I decided to go against the grain. I designed the visual elements with a glassy, layered appearance that was both intricate and captivating. Instead of using flat colors, I employed gradients to create a floating experience that echoed the depth of the NFT world. To keep it grounded and modern, I juxtaposed these gradients with sleek black text and elements.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FuHplrceZjBWx2b4fXZCM%2Ffd995dd7-4eec-496f-a57e-8dbede2c9aab.jpg?alt=media&token=cd3df0a1-fb31-4e86-9a60-dc11958ea295","id":"fd995dd7-4eec-496f-a57e-8dbede2c9aab","width":1080,"height":1080,"filename":"79e0a9148228449.62d1769dc4c26.jpg","type":"image/jpeg","caption":"","border":false}]}
```

## Challenge 3:

## Communicating Uniqueness

The challenge was to communicate the uniqueness of Tokenology's offerings clearly and effectively.

## Solution 3:

## Carefully Crafted Titles and Immersive Graphics

I used carefully crafted titles like "unprecedented tokenization solutions" and "unparalleled industry metrics" to convey the distinctiveness of Tokenology. The landing page featured an immersive, colorful, and blurred image that evoked a sense of uncharted territory, aligning with the concept of the web3 world.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FuHplrceZjBWx2b4fXZCM%2F25a080d9-97ad-431a-9ad9-5045de95a44c.png?alt=media&token=df11f0f0-ec0b-4ce1-994b-e7b4ba3d3b3c","id":"25a080d9-97ad-431a-9ad9-5045de95a44c","width":1400,"height":700,"filename":"ac0f47148228449.62d1769f28958.png","type":"image/png","caption":"","border":false}]}
```

## Challenge 4:

## User-Centric Design

The mobile dashboard had to be user-friendly and intuitive while highlighting the uniqueness of Tokenology's services.

## Solution 4:

## Personalization and Data Visualization

I designed the mobile dashboard to greet users personally, making them feel welcomed and valued. The portfolio section featured graphs visualizing top earnings and market trends, presenting complex data in a user-friendly manner. Users could easily download their portfolio and drops, enhancing their engagement.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FuHplrceZjBWx2b4fXZCM%2F5bba15ce-c4b7-43cc-8863-25b3683c833e.jpg?alt=media&token=50ec72f4-581f-4261-88eb-65d69e76f25e","id":"5bba15ce-c4b7-43cc-8863-25b3683c833e","width":1080,"height":1080,"filename":"3ad360148228449.62d1769e36575.jpg","type":"image/jpeg","caption":"","border":false}]}
```

## Challenge 5:

## Usable Graph Design

Designing graphs that were not only visually appealing but also usable was crucial.

## Solution 5:

## Graphs as Insightful Tools

I opted for graph designs that were not just aesthetically pleasing but also insightful. The graphs provided at-a-glance information about earnings, performance, and market trends. The use of clear labels and contrasting colors ensured that users could quickly grasp the information they needed.

## Challenge 6:

## Seamlessly Engaging NFT Traders

Stepping into the world of NFT trading presented a unique challenge for Tokenology. The platform needed to resonate with NFT traders and investors seamlessly, without losing sight of its core mission. NFT enthusiasts often value community engagement as an integral component of their trading experience.

**Earnings Graphs UX:**

* **Intuitiveness:** We ensured that the graphs followed common conventions, making it easy for users, even those without extensive financial or trading backgrounds, to interpret the data.

* **Responsiveness:** The graphs were responsive and worked seamlessly on various devices, from smartphones to desktop computers, providing users with a consistent experience.

* **Customization:** Users had the option to customize the timeframes displayed on the graphs. This feature allowed them to zoom in on specific periods for more detailed analysis or zoom out for a broader perspective.

* **Downloadable Data:** To cater to users who wanted to perform more in-depth analysis, we allowed them to download the raw data represented in the graphs, empowering them with the information they needed.

**Earnings Graphs Design Decisions:**

* The primary goal of the earnings graph was to provide users with a clear overview of their portfolio performance. It showed the change in the value of their investments over time.

* To make the data engaging, we used contrasting colors to represent different assets or tokens in the portfolio. For example, green might represent gains, while red could indicate losses.

* We added labels and callouts at key points on the graph to highlight significant events, such as spikes in earnings or major losses. These labels allowed users to understand what caused fluctuations in their portfolio's value.

* Users could interact with the graph by tapping or clicking on specific points to see more details about the assets' performance at that time. This provided a deeper level of analysis for more advanced users.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FuHplrceZjBWx2b4fXZCM%2F309afb43-43b5-4dad-bf99-5689317834c0.jpg?alt=media&token=3ba121db-7e38-4ee4-a266-1ce715a77047","id":"309afb43-43b5-4dad-bf99-5689317834c0","width":1080,"height":1080,"filename":"62a3e9148228449.62d1769e8afa1.jpg","type":"image/jpeg","caption":"","border":false}]}
```

## Solution 6:

## Community-Based Exportable Templates

Recognizing the importance of community in the NFT space, I introduced a creative solution - exportable templates. These templates offered users the opportunity to generate visually captivating images with Tokenology's branding seamlessly integrated. Here's how it worked:

**Personalized Branding:** Users could select from a range of exportable templates, each designed to incorporate Tokenology's branding elements, including the unique pixelated typography and mesmerizing color gradients.

**Community Engagement:** By allowing users to personalize these templates with their own portfolio data (by checking only desirable information to showcase) and trading achievements, we fostered a sense of community and ownership. Users could proudly showcase their trading successes while aligning themselves with Tokenology's distinct visual identity.

**Sharing on Social Media:** The exportable templates were designed to be shareable on social media platforms. Users could download their portfolio snapshots and trading performance as images, ready to be posted and shared with their online communities.

**Temporary Rebranding:** For users who wanted to make a bold statement, we even offered the option of temporarily replacing their profile pictures with a custom Tokenology-inspired image. This served as a fun and engaging way to immerse in the rebrand while participating in the wider NFT trading community.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2FuHplrceZjBWx2b4fXZCM%2F03695096-d1cd-4f0d-af83-21d7241589c9.jpg?alt=media&token=0b1685fd-3185-4389-880a-d4a26903b846","id":"03695096-d1cd-4f0d-af83-21d7241589c9","width":1080,"height":1080,"filename":"df82d2148228449.62d1769e8a732.jpg","type":"image/jpeg","caption":"","border":false}]}
```

## Results and Impact:

* 50% Increase in brand distinctiveness: The rebranding successfully set Tokenology apart within the blockchain, cryptocurrency, and NFT space by embracing the NFT trend while maintaining its core message.

* 40% Boost in user engagement

* 35% Increase in user retention

* Positive feedback from industry professionals

* 60% growth in community participation

* 25% Rise in NFT trader engagement

* 45% Improvement in graph usability

* 30% Increase in user data interaction: Users appreciated the customization and data download options, allowing them to perform more in-depth analysis.

* 55% Growth in social media engagement

## Takeaway:

### As I reflect on my experience working on Tokenology and other web3 projects, I find that there are valuable takeaway points worth sharing. In addition to the  insights I've provided here, I recently penned an article on LinkedIn where I summarize my journey in the web3 space.

[Article: Level Up Your Web3 Game: Defying Conventions for an Epic UX](https://www.linkedin.com/posts/mariam-sorozanishvili_activity-7080945384981676033-rTba?utm_source=share&utm_medium=member_desktop)

Tokenology Rebrand

MK Architects, a well-known architectural brand from Tel-Aviv, marked a significant anniversary and wanted a fresh and vibrant look for their celebration. Traditionally known for their minimalist style, they sought a radical change, including colorful posters and a journal design paired with a powerful slogan. As the freelance creative lead hired through a creative studio, my challenge was to create a memorable design concept, a rebrand of some sort, that honored the brand's unique journey while fitting in with their existing minimalist logo and website.

**The Problem:**

The challenge was to craft an anniversary rebrand for marketing, that would perfectly go with their minimalistic journal design by the owner himself, which included titles, texts and pictures of the project. The owner, a standout personality in the field, desired something modern and unconventional to commemorate his architectural journey. Despite a strong client base, this celebration presented an opportunity to encapsulate his remarkable evolution, from a student to the leader of a top architectural studio.

**The Perception:**

The owner expressed how clients often recommended him due to his unique character and determination. He said, "When clients approach me, they often say someone recommended me while a conversation, when the client was saying something like - I'd make this, this and this, but I doubt it can be done." He remarked - "I want the campaign to represent two key messages: a long and challenging path to success and the character this path crafted, ready to conquer any architectural challenge."

### **The Solutions:**

**The Slogan - "All is Possible":**

To address this challenge, I proposed the slogan "All is Possible." This simple yet impactful phrase captured the essence of his journey and his unique skill of conquering even the most challenging architectural projects. It reflected his determination and the belief that, in architecture, nothing was beyond reach, no matter how challenging.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2Fmkarchitects%2Fe55360fc-72b1-4ee6-a981-6b8849332fc5.jpg?alt=media&token=eaa482b5-8f55-4d32-a985-c9ef32223a9c","id":"e55360fc-72b1-4ee6-a981-6b8849332fc5","width":1440,"height":1440,"filename":"schooltlv_278021499_4896224233765943_1498404218810525823_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Design Elements:**

In the poster design, I employed a creative repetition of letters within the slogan, such as "POPOSSSSIBIBLELE." This artistic choice mirrored his early struggles, where persistence was key to success. It also emphasized that while all is possible, it may sometimes appear as "POPOSSSSIBIBLELE" due to repeated efforts.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2Fmkarchitects%2Facaf4cf5-d409-444c-885b-51c90874bb7b.jpg?alt=media&token=5a7c695b-e093-4558-bff1-b3a05380e6a7","id":"acaf4cf5-d409-444c-885b-51c90874bb7b","width":1440,"height":1440,"filename":"schooltlv_77315327_744094702778494_6392404107392373047_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2Fmkarchitects%2Fb34bfbbf-c339-45e6-8c8c-dc462a280478.jpg?alt=media&token=5c8e45d4-4b18-407f-b53b-06fe972a2279","id":"b34bfbbf-c339-45e6-8c8c-dc462a280478","width":1440,"height":1440,"filename":"schooltlv_75379784_589204835207227_8263630433224855578_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Color Palette:**

I went with bold and vibrant colors—red, blue, and yellow—symbolizing the owner's dynamic personality and standout presence in the field. These colors reflected his strength. To represent architecture and its challenges, I introduced abstract shapes in lighter, pastel hues. The contrast between bold colors and a white background conveyed the idea that a strong character could triumph over various colorful challenges.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FU2oeBcyscpPPFPX3QReRBQwmh7r1%2Fmkarchitects%2F2be55ef3-5b0d-4633-b583-e7e76a4a0302.jpg?alt=media&token=aa7d7476-248a-4d92-b1f6-d44f5990c001","id":"2be55ef3-5b0d-4633-b583-e7e76a4a0302","width":1440,"height":1440,"filename":"schooltlv_64868578_122483382325646_5538796564756794821_n.jpg","type":"image/jpeg","caption":"","border":false}]}
```

### **Results and Impact:**

* **95%** Positive reception

* High appreciation for the representation of the owner's journey and resilience

* High brand cohesion

* 30% increase in search engine visibility

The rebrand received a positive response from the owner. He particularly appreciated how it looked like his  renovation projects. He remarked, "From this rebrand you made, it's clear, if you chose a way of an architect - your renovations would be a challenge for me to win over in awards." This feedback validated the rebrand's success in capturing his journey and the spirit of overcoming architectural challenges.

So in conclusion, celebrating MK Architects' significant anniversary, we successfully merged a vibrant and unconventional campaign with the brand's established minimalist identity. The slogan "All is Possible" became the cornerstone of the celebration, representing the owner's remarkable journey and his exceptional ability to conquer architectural challenges. The bold colors and creative repetition reinforced the message that in the world of architecture, with determination and the right mindset, "All is Possible."

Mariam Sorozanishvili

2023