BRAND STRATEGY | IDENTITY CONSULTING
BitMart
Project
High-level brand consultancy for one of the world’s leading crypto exchanges.
Led a company-wide brand audit, identity roadmap, A/B creative direction, and internal brand book structure to support a potential rebrand.
PROBLEM → SOLUTION
BitMart needed to reposition itself with a clearer, more unified brand identity—one that honored internal culture and scaled for external visibility.
I was brought in by the CTO and CMO to lead a full brand audit and create a strategic roadmap. This included company-wide surveys, NPS analysis, and department interviews. Using that insight, I built two brand direction frameworks and internal inspiration guides to steer the logo redesign process.
Description
This engagement with BitMart was an end-to-end strategic consulting project focused on reshaping brand identity from the inside out. Reporting directly to the CTO and CMO, I led a company-wide brand audit designed to surface the internal energy and future-facing direction of one of the fastest-growing crypto platforms in the space.
The audit included staff-wide surveys, Net Promoter Score (NPS) reporting, cultural and leadership interviews, and stakeholder debriefs. These insights were synthesized into a clear brand narrative and strategic identity roadmap—one that could guide both internal alignment and external expression.
From there, I developed two distinct brand direction frameworks, each with its own design language, tone, and visual system. These were not just moodboards—they were fully built creative paths designed to give executive leadership tangible options rooted in brand truth. I also created internal brand inspiration guidelines to support logo development submissions from both internal and external designers—including my own—and established the rails for BitMart’s future brand book, building a foundational structure for voice, tone, and design governance.
I facilitated multiple high-level design presentations, developed executive decks, and helped shape the creative dialogue that followed. Though the logo was ultimately paused due to a late-stage business shift, the process delivered exactly what the team needed: internal alignment, strategic clarity, and a shared visual foundation for what’s next.
