Hey 👋🏻 I'm Harry. My work:
Building the brand architecture for an onchain funding ecosystem
for Gitcoin
Project info
For Gitcoin
Challenge Create a streamlined system for Gitcoin's brand during difficult market conditions.
My role As Brand Manager, I led Gitcoin's brand evolution during this time, collaborating with a visual designer to provide design assistance and the Head of Marketing on brand strategy.
Overview
Gitcoin had scaled from one product to four products in just 6 months; after difficult market conditions, changing strategy and a reduction in our teams resources, growing these separate brands became challenging and inefficient.
As Brand Manager, my recommendation was to streamline our products to align closer to the core design system.
The outcome developed by myself, a visual designer and Head of Marketing was a streamlined brand system that included a simplified naming system, design enhancements to optimise for quality and speed of production, in addition to product design recommendations.
Brand board
Brand attributes created as part of guidelines
Data visualisation examples
Brand naming strategy deck presented to key stakeholders
Example executions
I concepted and designed assets for an end of year brand campaign highlighting the organisations wins. The campaign built upon the core brand concept of circularity and (r)evolution, distorting typography and shape in circular three-dimensional space.
Year in Review campaign featuring circular typography
Key metrics highlighted through distorted typography
Campaign assets exploring circularity and (r)evolution themes
Animated social media asset for Year in Review
In 2024, Gitcoin organized a conference in Denver. To commemorate the event and strengthen connections with our key clients, we developed a limited edition collection of long-sleeve shirts. This initiative involved collaboration with local artist Sinjun, who contributed the foundational tree design, while I layered typographic elements on top. The merchandise was screen-printed on-site, providing a unique and engaging experience for attendees.
IYKYK easter eggs added to the design
Limited edition set of merch
Close-up of the design
IYKYK easter eggs added to the design
Gitcoin had scaled from one product to four products in just 6 months; after difficult market conditions, changing strategy and a reduction in our teams resources, growing these separate brands became challenging and inefficient.
Controls for the generative design tool
Examples of backgrounds used in assets
Samples of background variations
