WeFi

As part of building WeFi’s visual identity from the ground up, I led the design and animation of performance-driven brand films, product explainability videos, and blockchain-focused content for marketing, product education, and investor communication. My work included daily content creation, UX motion for the app, and storytelling assets that simplified complex DeFi, tokenization, and payment-rail workflows for users.

About

WeFi is a next-generation blockchain-powered digital banking platform built to make decentralized finance simple, trustworthy, and accessible for everyday users. While blockchain, tokenization, and on-chain payments unlock powerful financial capabilities, they are often difficult for mainstream audiences to understand. The challenge was to translate complex Web3 concepts—like DeFi yields, cryptographic security, tokenized assets, and multi-chain payments—into clear, relatable, and visually intuitive stories. To drive adoption and investor confidence, WeFi needed consistent, high-quality visual communication across its app, marketing funnels, brand films, and product education touchpoints.

Goal

My approach focused on breaking down blockchain and DeFi concepts into simple, human-centered visual narratives that anyone could understand. Through a combination of cinematic brand films, UI-driven explainers, motion-first product demonstrations, and unified visual systems, I created an accessible, trustworthy, and future-ready design language for WeFi. By collaborating closely with product, engineering, strategy, and growth teams, I ensured every piece of content — from app showcases to performance ads and investor decks — reinforced WeFi’s mission of making decentralized finance effortless for the masses.