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CryptoHouse
App
Branding
2020
Problem
In early 2020 I was approached by a client with an idea for a mobile application that was centred around the world of cryptocurrency.
Often seen as being overly technical and somewhat confusing, the goal was to design a gamified platform that introduced users to the idea of cryptocurrency transactions, using a card trading format to help both entertain and educate audiences.
Design
Having been approached with an idea in its rawest format, I was tasked with designing both a branding identity and platform interface almost entirely from scratch. The name of the platform, CryptoHouse, was decided by the client prior, so I began by trying to express the idea of a "platform that housed cryptocurrency" in a simple, icon-based visual.
As with most app-based identities, you want to create a brand visual that is flexible enough to be simplified and used in environments with limited design space. With this in mind, I settled on a combination logo design with an icon that would be recognisable enough to be used individually on the home screen of a mobile phone.
The main features of the CryptoHouse app that needed a clear definition were the packs, collections and trade markets.
To put it simply, the main goal of the app was to get users to purchase card packs, containing random assortments of crypto cards. The crypto cards could then be stored in the users' collections, or offered up for an exchange on the trade market.
We wanted users to focus on adding value to their collections, so each card had different tiers of value, from bronze to gold, signifying their rarity and from level 1-9, indicating the editions they needed to collect in order to "complete" their portfolio and redeem a reward.
To translate this experience into a visual form, I designed some medium-fidelity wireframes to highlight the different actions users could take across the app screens. Due to the complexity of the features, the wireframes themselves had to feature more detailed components.
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As per the clients' request, I was asked to visualise the app in its entirety rather than focusing on a specific user journey. With the key screens and their functions decided, the next step I took was to flesh out a UI component system, before moving on to the high fidelity screen designs.
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The high fidelity screens made use of the component system that was already in place and detailed the 3 main features of the app; pack opening to card reveal, collecting to storing and redeeming sets, and searching and negotiating card trades.
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Delivery
Whilst being satisfied with my contributions to the overall outcome of the project, I was very much aware of the budget and technical restraints that stopped the CryptoHouse from being developed further. Despite this, as a visual concept, I believe the execution of the project provided an incredible foundation for an idea of a similar type to be built on and improved in the near future.
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