AlphaPoint:
Goal: To develop a visually compelling platform that seamlessly integrates AlphaPoints marketing site and social media advertisements, setting a dynamic foundation for future marketing materials and initiatives.
Role:
Design Lead (Solo Designer)
Business Impact:
– New Corporate Website
– Platform for Social Media presence
– Easy to bring on external talent to produce work
Company:
AlphaPoint (Freelance)
Skills:
– Creative Direction
– Illustrations
– Design Systems
Timeframe:
2 Weeks
Project Overview
Objective: The primary goal was to design AlphaPoint’s marketing site into a visually compelling platform that provides guidance for the easy production of social media content. This would not only enhance brand consistency across channels but also lay a strong foundation for dynamic marketing initiatives in the future.
Approach: Internally, we adopted a minimalist creative direction to differentiate the AlphaPoint brand from other crypto businesses. As part of the design, I established an open and easy-to-follow illustration style to maintain visual consistency across all marketing promotions. Additionally, I developed an editorial grid and designed custom icons to improve content organization and recognition. This comprehensive redesign aimed to support a coherent content strategy that engages and retains the target audience.
Outcome: AlphaPoint’s website is currently under development. However, with its marketing touchpoints, the adoption of the minimalist visual style complemented by illustrations has significantly differentiated and enhanced its social presence on platforms like LinkedIn and through direct emails. This strategic approach has led to a marked increase in user engagement, with a large 84% rise in overall clicks and a 37% increase in unique impressions.
Successes & Challenges
Minimalist & Flexible Creative Direction
I developed a minimalist aesthetic for AlphaPoint, setting it apart from other cryptocurrency firms. By establishing a distinctive, easy-to-navigate style of illustrations and icons specifically tailored for promotional and marketing purposes, I enhanced the visual appeal and ensured consistency across all materials. Additionally, I designed an editorial grid that effectively organizes content to maximize readability and impact.
Easy Framework for Follow-on Marketing Needs
I designed the visual framework to be super easy-to-use, so external teams can jump in and hit the ground running producing AlphaPoint materials. They can start creating content that matches our style and standards right away, keeping everything aligned and consistent. It’s all about making external collaboration as straightforward and effective as possible.
Style Tiles
- Visual overview of how the new AlphaPoint brand and marketing come together.
Home & Company Pages
- Homepage – Informational page that gives an overview of AlphaPoint’s main products, technical offerings, testimonials, and statistics.
- Company Page – Primary gateway to what AlphaPoint offers.
Blog
- Part of AlphaPoint’s “top of funnel” strategy is to produce a series of blog posts to drive user engagement.
- The blog page combines text with illustration so that the user might easily understand the blog’s content.
Product Detail
- A sample view of a product detail page. Here we show APEX, the white-label exchange.
- Example of responsive pages.
Various Company Sub-pages
- Leadership
- Events and Outreach
- Formal Press Releases
Emails
- Emails are integral to AlphaPoints top of funnel strategy to increase engagement.
- Here are a few examples.
Illustration Style
- Strong opinionated illustration style with simple rules.
- Simply use light line weights in gray or red over a dark background.
- Keep it geometric.
- Examples on how to visualize abstract concepts.
Icons
- Icon style for web and print applications.
AlphaPoint Product Fact Sheet
- Basic styling for Product Fact Sheets.
- Simplifies content to be quickly digestible to the reader.
Marketing in Action
- Here are some real-world examples of AlphaPoint’s marketing in action.