Okcoin
Satoshi Mode
Role: Art Director, Brand Design
Projects: New product feature enabling BTC purchasing through SATs
Company Size: 150-200
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One of the biggest barriers to crypto adoption is the perception that Bitcoin is out of reach, too expensive, too complex, and too intimidating for everyday people. Satoshi Mode was Okcoin's answer: a product feature allowing users to buy, sell, and trade in Satoshis, the smallest denomination of Bitcoin, making crypto genuinely accessible for the first time.
The creative challenge was to bring this feature to life in a way that felt bold, fun, and immersive, not just a product announcement, but a full branded world that made users feel like they were stepping into something new and exciting. The campaign needed to lower the psychological barrier to entry while leaning into motion and experiential design to create something that felt unlike anything else in the crypto space. -
End-to-end art direction and campaign development for the Satoshi Mode product feature launch, spanning brand identity, in-product experience design, motion design, and integrated campaign creative.
Developed the full Satoshi Mode brand identity and visual world from concept through execution
Art directed all campaign creative across digital, social, landing page, and marketing video
Designed the branded product experience including onboarding, dashboard, and purchasing flows in collaboration with the lead product designer
Partnered with UX writing and content teams to align copy with the campaign's tone and visual world
Collaborated with the CMO on concept development and overall creative strategy
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Created a distinct branded product experience that made Satoshi Mode feel like its own world within the Okcoin ecosystem
Lowered the perceived barrier to crypto entry through playful, accessible creative storytelling
Elevated the campaign's visual impact through motion-forward design that stood out in the crypto landscape
Positioned Satoshi Mode as a culturally relevant, approachable entry point for first-time crypto buyers
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Product Design
Product Marketing
UX writing team
Legal
Freelance Vendors
Design Direction & Graphic Assets
Inspired by the neon glow of futuristic cities and 3D holograms, we created a world that felt like a step in an alternate digital dimension (while maintaining some familiarity from the main brand). We aim for an experience that is engaging, motivating and easy to use for crypto newbies.
Product Onboarding Flow
Worked closely with the lead product designer to bring the Satoshi Mode brand world into the product itself, creating a seamless and immersive experience across onboarding, dashboard, and purchasing flows. I directed the motion story across the product, storyboarding and animating the initial concept before directing the final expression and execution.
Product Designer: Dongwon Xie, Motion Designer: Derek Pante
Landing Page
Collaborated with the visual design team to art direct a landing page that pulled users into the Satoshi Mode world, translating the campaign's bold visual identity into a compelling and conversion-focused digital experience.
Designer: Zelda Zhang
Social Media Teasers
Developed a series of social media teasers that built anticipation and mystery around the Satoshi Mode launch, using bold motion and visual storytelling to generate buzz before the full reveal.
