Deriv
Making trading feel human
brand system in production
Deriv serves 2.5 million people across 140 countries. That's the scale. The problem was who it looked like it was built for.
Trading platforms are made for people who already trade, and they look it. Dense, static, all numbers. If you know what you're doing that's efficiency. If you don't, it's a closed door.
The brief was never to make it prettier. It was to lower the barrier without losing credibility, the same move Revolut and Wise made, where money stops feeling like a members' club.
Two things were missing. The brand had no visual assets of its own, and nothing on the site ever moved. Both came from the same place: making things one at a time is slow, so nobody made anything.
So I built a library rather than a campaign. Reusable 3D objects sharing materials, lighting setups and camera rules. One visual language, built once, used everywhere. The website ran on it, social ran on it, and work that would previously have needed a designer and a render queue needed neither.
Then I built the visual design system in Webflow so the whole thing could be maintained by people who weren't me.
asset library
shared materials and lighting
Four years across the website, the platforms, social and print. Design decisions were made with the Creative Directors and Communications team using a CRO-led approach: testing what actually moved, not what looked best in a review.
Social campaigns from the system lifted audience engagement by 23%. I also ran internal workshops on the new practices and AI tooling, because a system nobody knows how to use isn't a system.
lottie animations in production