Creation of ETHicalle website's UX/UI and Brand Identity
ETHicalle is a clean and inclusive Web3 platform designed to help organizations certify their diversity and inclusion initiatives through verifiable, blockchain based badges.
I developed this project as volunteer work to gain hands on experience in product thinking, branding, and interface design.
Web Design | Brand Identity
ETH | Technology
Period
May 2025
Challenge
The challenge was to design a Web3 platform that communicates trust, inclusion, and credibility in a space often perceived as complex and inaccessible.
The goal was to translate abstract values like diversity, equity, and transparency into a clear, intuitive, and inclusive user experience, while avoiding visuals commonly associated with blockchain products.
Results
The outcome is a clean and inclusive landing experience that clearly explains ETHicalle’s mission and value.
The platform guides users through content in a linear, conversion-friendly flow, making the badge system easy to understand and trust.
The modular design system supports scalability, while the visual identity strengthens brand credibility and emotional connection.
Process
Research & Analysis
I analyzed Web3 platforms, certification systems, and DEI-driven products to identify usability gaps and visual patterns.
Information Architecture
I designed a simple narrative flow: mission → value → badges → community → call to action, reducing cognitive load and supporting decision-making.
UX/UI Design
I created modular layouts and reusable components focused on clarity, accessibility.
Visual Design & Style Guide
The visual identity is built around a soft pastel palette and modern typography to communicate inclusion, openness and trust.
Custom illustrations and a component based badge system reinforce consistency across the interface and support long term brand growth.
Conclusion
ETHicalle demonstrates how a user-centered approach can transform complex values into a clear and actionable digital experience.
By aligning UX/UI design and brand identity, the project delivers both social meaning and functional clarity within the Web3 space.