Vast Crypto Banking

Summer 2023

As the project leader at Gitwit, I led the creative and strategic direction for Vast Crypto, an innovative payment platform that simplifies digital transactions using blockchain technology. Our goal was to create a brand and product experience that could bridge the gap between the complexity of crypto and the ease of everyday payments. From user research to visual design and marketing strategy, I oversaw every phase, ensuring that the platform was not only functional but visually engaging and accessible to a broad audience.

The Challenge:

Establishing a Strong Brand for a Complex and Evolving Industry

As the project leader for the Vast Crypto project at Gitwit, we faced the challenge of creating a brand that could thrive in an emerging, highly regulated market. We needed to build trust and clarity around the product without focusing on the technical development.

Simplifying Crypto’s Complexity

Making blockchain technology feel approachable to the average user.

Building User Trust

Creating a brand that instilled confidence, especially for those wary of the crypto space.

Appealing to Diverse Audiences:

Balancing simplicity for novices with enough depth for seasoned users.

Regulatory and Advertising Hurdles

Crypto’s highly regulated and evolving landscape, combined with banking restrictions, required us to carefully navigate legal advertising rules.

Navigating an Emerging Market

As trailblazers in this space, we had to test and iterate frequently to ensure we could adapt to changing trends and expectations.

The Solution

Building a Future-Proof Brand and Strategy

User Research

We began by conducting extensive user research to identify our target market in the emerging crypto space. This included in-depth interviews, landscape research, and market analysis to understand crypto adoption trends and the mindset of potential users. The insights allowed us to hone in on the crypto-curious audience, understanding their concerns and desires.

Partnering with PR and Communications Firms

We collaborated with a PR and communications firm to position Vast Crypto as an industry leader and expert in cryptocurrency payments. This partnership allowed us to strategically share thought leadership and insights, positioning Vast as a trusted brand in the crypto space.

UI Design Suggestions

I worked closely with the development team to provide UI design recommendations that ensured a seamless user experience across touchpoints—from marketing to the app store page to the onboarding process in the app. This ensured a consistent look and feel throughout the customer journey.As the project leader for the Vast Crypto project at Gitwit, we faced the challenge of creating a brand that could thrive in an emerging, highly regulated market. We needed to build trust and clarity around the product without focusing on the technical development.

Brand Development

Our goal was to expand on the existing Vast Bank brand and create a more accessible design language that represented trust and ease of use. We developed a brand identity that balanced the reliability of a traditional bank with the forward-thinking nature of cryptocurrency. This included crafting a simple, approachable design language for a user-friendly experience.

Data Dashboard for Metrics and ROI

To track the campaign’s success and performance, we developed a custom data dashboard. This tool gathered real-time metrics, calculated ROI, and provided insights for all stakeholders, ensuring transparency and helping to optimize our strategy as the campaign evolved.

Dashboards and reports were created for C-Suite and owners of the National Bank to keep them apprised of progress and be able to make data-backed decisions weekly.

Online Ad Campaign

To target crypto-curious individuals, we created thousands of ad variations to rapidly test what resonated with the market. This approach helped us gather insights quickly, allowing us to spend wisely and capitalize on trends. The goal was to be first-to-market, leveraging Vast’s position as an early adopter.

The Outcome

Driving Market Adoption and Brand Awareness

The Vast Crypto project achieved significant success through our comprehensive strategy. By leveraging detailed user research, we identified and effectively engaged the crypto-curious audience, resulting in substantial brand recognition and early adoption. The online ad campaign provided valuable insights, optimizing spend and improving ROI. Our partnership with PR firms helped position Vast as a thought leader in the crypto space, while the data dashboard enabled real-time tracking and adjustments. Overall, Vast Crypto successfully established itself as a trusted, user-friendly brand in a competitive market.

Personal Reflection:

The Vast Crypto project was a whirlwind experience that pushed me to become an expert in a completely new field in a short amount of time. With no prior experience in cryptocurrency, I had to quickly immerse myself in the complexities of the industry, learning from experts, and collaborating with diverse teams. This project was an exciting challenge, full of one-of-a-kind experiences, where I learned invaluable skills, led a talented team, and created something that stands out in the emerging world of crypto.