Toby Foundation
Duration
1 month
Services
Product Design, Brand Identity, Web Design
Role
Design Lead
Team
Design Lead, Junior Designer
Toby was a new staking product that needed a clear identity and product experience from the ground up. I led the design across the brand, website, staking MVP, and supporting marketing touchpoints.
THE CHALLENGE
Toby was being shaped as a new staking product, which meant the experience had to be established from the ground up.
The challenge was to create a clear visual identity and product experience that could carry across the brand, website, staking MVP, and supporting marketing touchpoints.
With the product still taking shape, the design needed to balance early exploration with a system that could be consistently applied across different parts of the experience.
Before
Previous Visual Language
After
Refreshed Visual System
DESIGN APPROACH
I approached Toby as both a brand and product experience, starting by defining the visual direction before translating it across the website and staking experience.
The process involved exploring different visual directions, establishing the identity, and then applying the system across the product and supporting touchpoints.
Working alongside a junior designer, I helped guide the design direction while incorporating stakeholder feedback and preparing the work for external development.
DESIGN EXPLORATION
The exploration focused on building a visual language that could make Toby feel distinctive while remaining flexible across different product and brand touchpoints.
I explored the identity, visual elements, layouts, and product interface together rather than treating the brand and product as separate systems.
These explorations helped establish the foundation for how Toby would be expressed across the website, staking experience, and supporting marketing materials.
FINAL DESIGN
The final direction brought the Toby identity into a cohesive product experience, extending the visual system across the website, staking MVP, and supporting marketing touchpoints.
The website established the main brand experience, while the staking MVP translated the visual language into a functional product interface. Together, these touchpoints created a consistent foundation for Toby as the product moved from concept toward development.
The work was prepared for external development with stakeholder feedback incorporated throughout the process.
Marketing Collateral
Created scalable marketing assets: Social media creatives Announcement banners Campaign visuals Reusable templates
IMPACT & LEARNINGS
Toby gave me the opportunity to work across brand and product design while the product was still taking shape.
Taking the experience from early concept through the visual identity, website, staking MVP, and supporting touchpoints reinforced the importance of creating a system that can work across different contexts rather than designing each surface in isolation.
Working with a junior designer and coordinating stakeholder feedback also strengthened my approach to setting design direction, reviewing work, and preparing designs for external development.
