Strengthening a crypto community's market presence
Kaizen, a cryptocurrency trading community founded by Brian Jung, empowers over 30,000 members with expert trade setups, market insights, and educational content. Despite its strong following, the brand struggled with inconsistent visual and verbal identity across platforms like Discord and its website, weakening its market presence. The challenge was to refresh Kaizen’s brand to unify its identity, solidify its leadership in crypto education, and create a centralized platform for educational resources, ensuring resonance with members and employees.
Overview
As Kaizen’s sole designer, I led the brand refresh, developing a cohesive visual identity, including a logo, color palette, typography, and graphics. I designed social media assets and directed the creation of a document-hosting website to enhance member access to resources. My work aimed to streamline brand assets for consistency and amplify Kaizen’s messaging as a trusted, premium community, aligning with the goal of strengthening its position in the competitive crypto education space.
Approach
I conducted an internal brand survey among employees to capture insights on Kaizen’s culture, personality, and member needs, revealing themes of education, expertise, and community. These guided the development of two brand concepts: The Modern Mentor, with a warm, approachable tone and a black, white, and blue palette, and The Disciplined Vanguard, emphasizing authority with a bold palette. The team blended the accessibility of The Modern Mentor with the premium authority of The Disciplined Vanguard to craft Kaizen’s updated brand identity. I also adopted DM Sans as a readable, modern typeface, ensuring a unified visual and verbal identity across all touchpoints.
Results and Impact
The refresh produced a Brand Visual Guideline document, social media templates, updated colors, and a website hosting educational content, improving member engagement and accessibility. These deliverables established a consistent brand presence, reinforcing Kaizen’s leadership in crypto education. Qualitative feedback highlighted increased community trust, with proposed metrics including higher member retention and platform usage. The cohesive identity continues to support Kaizen’s mission of delivering expert guidance and fostering sustainable trading success.
