Designing a visual system for a modern crypto product.
Stello Orbs
Product Marketing Design
Year
2024
This project involved designing a cohesive visual system for Stello — a crypto-focused product — spanning product visuals, marketing assets, and social creatives. The goal was to create a consistent, high-quality design language that reflects the product’s innovation while remaining clear and engaging for users.
Scope of Work
Building the visual direction
Stello required a design approach that felt modern, clean, and aligned with the expectations of a crypto-native audience. The visuals needed to communicate innovation and trust at the same time — striking enough to stand out, but structured enough to feel reliable.
This meant creating a system that could work across different touchpoints, from product screens to marketing assets, while maintaining a consistent visual identity throughout.
Problem faced
One of the main challenges was creating a visual system that could scale across multiple use cases without losing consistency. The designs needed to work for product showcases, feature highlights, and promotional content — all while maintaining a unified look and feel.
There was also the challenge of balancing visual richness with clarity. While the brand leans into bold gradients and futuristic elements, the designs still needed to remain easy to understand and not visually overwhelming.
How I approached it
I focused on building a consistent visual language using gradients, lighting, and structured layouts that could be reused across different formats. This helped create a recognisable look while keeping the designs flexible.
Typography and spacing were used intentionally to maintain clarity, ensuring that even visually rich compositions remained easy to read and navigate. Each asset was designed to feel part of a larger system rather than a standalone piece.
The result is a cohesive set of visuals that support both product communication and marketing, while maintaining a strong and modern brand presence.
Conclusion
This project highlighted the importance of consistency in design systems, especially when working across product and marketing. A strong visual foundation makes it easier to scale, adapt, and maintain quality across different outputs.
It’s the kind of work I enjoy — building design systems that are not just visually appealing, but also practical and adaptable across real-world use.
