Alice Finance
As the Design Lead at Alice, a financial tech startup, we built the visual identity system from scratch. The brand system was applied across the website, digital marketing assets, debit card and package design, and office space. In this role, I managed contractors, owned vendor relationships, and advocated for design internally. Our team achieved a waitlist of 55k+ users through social media and successfully launched in early 2022. Alice managed over $4 Million USD within the first month. Alice was forced to liquidate due to the crash of the Terra blockchain, unlike most of our competitors we managed to offramp 100% of funds back to our users.
Design Lead | Alice | 2021–2023
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Office Space
I designed the first office for Alice, a 6-person startup at the time, on a small budget, sourcing used furniture and collaborating with artisans I found on Etsy. The goal was to create a functional yet welcoming space that encouraged collaboration and reflected their entrepreneurial spirit. With contract workers and investors frequently visiting, it had to be both practical and inviting. Notably, this office was designed before the visual identity was finalized, serving as a space for us to get things done. We had plans for custom wall wraps and 3D logos in brand colors, but with the company's closure, those elements never came to life.
