Okcoin was scaling rapidly and needed to evolve its brand to compete in the increasingly crowded US crypto market. The challenge was to take the rebrand direction and expand it consistently across an entire ecosystem of touchpoints, from campaigns and social content to digital marketing and educational resources, while building scalable, sustainable creative workflows that could keep pace with a fast-moving growth environment. The work also needed to resonate with a new US audience base, making crypto feel accessible, trustworthy, and worth engaging with for first-time investors and curious newcomers alike.

 Art direction, brand development, and campaign execution across Okcoin's full ecosystem, spanning growth marketing, social media, and content channels.

Responsibilities

• Expanded and evolved the rebrand across all digital and campaign touchpoints

• Developed scalable design templates and sustainable creative workflows to increase team efficiency and output (emails, landing pages, campaign assets)

• Art directed integrated campaigns across growth marketing, social, and content channels

• Created educational content to drive crypto awareness and platform adoption

• Collaborated with growth marketing, social media, and content leads to align creative with business goals

• Managed vendor and freelance collaborations and design process

• Successfully extended the rebrand across a full ecosystem of touchpoints with a consistent and cohesive visual language

• Streamlined creative production through reusable templates and workflows, enabling the team to scale content efficiently

• Contributed to growing Okcoin's US audience base and platform adoptions, through compelling, education-driven campaign creative

• Made crypto feel approachable and accessible to new and first-time investors through clear, engaging visual storytelling

• Growth Marketing

• Exec Leadership

• Content Leads

• Product Team

• Creative Vendors & Freelancers