RootVX

RootVX is a full-stack, permissioned blockchain that lets banks, asset managers, fintech platforms and marketplaces tokenise real-world assets — from private credit and real estate to infrastructure and commodities — without writing blockchain code. The brand's initial style guide was developed by Secret Sauce. Over 1.5 years, I built on that foundation and extended the identity across every key touchpoint: logo refinement, brand language, a responsive website, marketing collateral, long-form reports and podcast branding. The challenge was keeping a complex financial product clear and trustworthy across very different formats. I led creative direction, working closely with developers, video editors and visual designers so the system stayed cohesive across digital and print.