Leading a Cross-Platform Rebrand for a Web3 Startup

Multiverse, a metaverse startup with a novel multi-chain ledger system, needed to launch their rebrand across all platforms on a tight timeline. As Design Lead, I transformed inconsistent brand deliverables into a cohesive visual system, launching a new website, redesigning the WebApp, and establishing workflows that enabled independent, collaborative execution.
Role
Senior Visual Designer
Timeline
< 1 months
Scope

  • Webflow Website & CMS

  • WebApp UI Redesign

  • Component Library

  • Art Direction

  • Illustration

The Challenge

How do we launch a rebrand when the designs aren't production-ready?

The brand consulting firm delivered website designs as Adobe Illustrator files with inconsistent spacing and font sizes—not optimized for web development. With the CEO needing the rebrand live overnight for critical investor meetings, limited development resources, and aggressive timeline, we needed to rapidly translate the rebrand across website, WebApp, blog, and social media while building workflows for the distributed team.

The Solution

Systematic Design Implementation Across Platforms

I created repeatable systems and scalable processes that transformed inconsistent deliverables into a cohesive brand experience while empowering teams to work independently.

Website Build & CMS Implementation

I reorganized the brand deliverables in Figma, creating a comprehensive spec document with labeled components and consistent spacing. This systematic approach enabled rapid Webflow development and launch. I then implemented Webflow's CMS to reorganize existing blog content and trained marketing and community teams to publish articles independently through the Content Editor.

WebApp Visual Redesign

With limited development resources and urgent launch needs, I focused on a strategic cosmetic update that applied the new visual language without UX restructuring. Working closely with the lead engineer, I adapted my process to the engineering team's requirements for rapid deployment. Using brand colors, typography, and sizing from the website rebrand, I organized components and created detailed specifications optimized for quick implementation.

Cross-Platform Art Direction

Following the successful website launch, I continued leading the brand's expansion across content channels. Collaborating with marketing and community leads, I directed graphic creation for blog articles that doubled as social media assets, building out a cohesive visual identity beyond the initial rebrand.

As a bonus deliverable, I created custom profile headshot illustrations for the team page, adding a distinctive visual element that reinforced our brand's personality.

The Outcome

The systematic approach delivered a cohesive rebrand on schedule while establishing scalable processes for the growing organization.
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The rebrand launch established both the visual identity and operational foundation for Multiverse's continued growth.

Streamlined Brand Launch: Successfully launched rebrand across website, WebApp, blog, and social media on aggressive timeline

Team Empowerment: Content teams independently published articles using Webflow CMS after training

Cross-Platform Cohesion: Unified visual language maintained consistency across all touchpoints

Accessible by Design: All deliverables met WCAG 2.0 standards