Overview

From five brands to one.

Gitcoin had rapidly scaled from its original Gitcoin Grants offering to launching four new products, each with unique visual identities. This fragmentation meant new products didn't build on Gitcoin's established reputation, and maintaining multiple brand systems across one website became increasingly difficult and resource-intensive.

As Brand Manager, I led the brand consolidation strategy and execution, collaborating with the Head of Marketing to create a unified brand system that repositioned Gitcoin as an enterprise-grade product.

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Problem

Growing multiple brands became unsustainable and strategically misaligned

Gitcoin had launched several new products (Grants Stack, Allo, Passport, and PGN) each with their own name and visual identity, plus sub-products like Explorer, Builder, Manager, and Checker. This inconsistent naming confused users, weakened the brand, and obscured how different tools connected to each other.

Brand fragmentation: New products didn't build on Gitcoin's established reputation. Each was starting from zero in terms of brand recognition.

Maintenance complexity: The website needed to flow between multiple identities. Managing this across marketing, documentation, and product was time-consuming and error-prone.

Resource drain: Creating assets across different brand guidelines required design resources we could no longer afford as we shifted strategic focus.

This timing was critical: Gitcoin's product vision was evolving toward a unified, multi-product experience, while the business was refocusing on enterprise customers. Both directions pointed to the same solution: we needed one strong Gitcoin brand.

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Solution

Bringing everything under one unified Gitcoin brand

My recommendation was to consolidate all products under a cohesive brand system, while still retaining unique elements for distinct offerings. I developed an "Experience-focused Classification" approach that prioritized how users understand and navigate the ecosystem over technical product boundaries.

Visual consolidation: Unifying color and typography across all products with one font stack, creating an overlapping color palette drawn from Gitcoin's core brand colors, and establishing consistent design patterns and visual language.

Naming simplification: Created a simplified naming system that brought the unique brands closer together, while also creating clearer guidelines on when something should be treated as a standalone product vs a key feature.

Product design coordination: I worked with the head of engineering to create consistent navigation across what were technically separate products. My goal was to "fake consistency" across a technically fractured experience, making it feel like one unified Gitcoin platform even when the underlying architecture was distributed.

Production efficiency: Creating a Figma-based marketing kit and generative design tool that made it easy for non-designers to create on-brand assets while maintaining visual integrity.

I conducted risk assessments across user adoption, internal team transition, and brand equity to ensure smooth implementation with clear mitigation strategies for each area.