lemon cash

A fintech rebrand that helped make crypto feel simple, friendly, and mainstream in Latin America.

problem

Crypto still felt intimidating for mainstream users. lemon needed a clearer and more consistent visual system to scale across product, content and campaigns.

solution

A brand evolution focused on clarity, trust, and recognizability. we refined typography, color and motion rules to make the brand feel more mainstream—without losing edge.

i helped evolve lemon’s visual system to make crypto feel more mainstream and approachable. working with a small team (2 designers + 1 motion), i shaped the visual direction, supported the storyboard, and guided motion feedback to keep the final piece aligned with the intended look. we also partnered with product on typography and color decisions to align marketing and UI.

The refresh focused on building a system that scales fast across channels.
we refined typography, color and motion rules so campaigns and product touchpoints feel consistent and recognizable.

year

2024

timeframe

30 days

tools

Figma Illustrator After Effects