The challenge was a real audience shift. Coinchange moved from a consumer crypto app to a B2B Yield-as-a-Service provider, but the brand still spoke to retail users instead of CFOs, partners, and API buyers evaluating trust and integration risk.

My strategy was to strip out the retail crypto cues and rebuild around institutional expectations: a more stable palette, data-driven imagery, grid-based layouts, solution-led website navigation, pitch decks, whitepapers, one-pagers, conference materials, and lifecycle touchpoints that made API and liquidity concepts easier to understand. Template systems for recurring assets cut design turnaround across the marketing team by 33%.