Mindflow
UX / UI / Branding
overview
Mindflow is a startup that rewards learning with cryptocurrency. They hired me to build their brand and design their website. Over the course of a few months, I created a logo, brand guidelines, animated 3D illustrations, and a website landing page.
Timeline
3 months, 2022
Role
Brand Designer, UX/UI Designer
Tools
Figma, Illustrator, Blender, Webflow, After Effects
discovery
To jumpstart the project, I set up meetings with the Mindflow team to better understand their goals and service. I researched the cryptocurrency space and gathered materials to build a library of content from which to draw.
Stylescapes
To align our vision on the look and feel of the brand, I created three stylescapes. The first was my interpretation of what would work well for their goals, the second aligned closest to what the client was thinking, and the third was a more experimental direction. After reviewing them together, we decided to pursue the first.
logo
Through a discovery meeting, I helped them narrow their keywords to clean, playful, and techy. With these in mind, I began the logo brainstorming process.
Logo Explorations
I researched logos in the cryptocurrency tech world and then started sketching. After several rounds of narrowing the options, we landed on the official Mindflow logo.
3d illustration
As a way to establish the brand in their field and add some character, we decided to use 3D illustration. I created a handful of designs for their marketing and website.
Bringing Drawings to Life
After reviewing the sketches with the client, I imported them into Blender and rebuilt them in 3D space. I added movement and rendered the final animations. These gave Mindflow a unique brand flair that helped them distinguish themselves from similar companies.
brand
Being a brand new startup, they were still figuring out who they were as a company. I met with the team and collaborated to establish the Mindflow brand, then created comprehensive brand guidelines.
Brand Guidelines
The brand guidelines define how Mindflow presents itself to the public. They provide guidelines on the logo, voice, and marketing to help Mindflow look good wherever they find themselves in the future.
landing page
With all the pieces in place, it was time to put it together. The goal of the landing page was to generate hype for their cryptocurrency software product. I led a workshop session where we brainstormed content and structure.
Collaborative Process
I engaged the client throughout the design process. We met after each milestone to realign and plan next steps. This ensured everyone was on the same page and we arrived at a solution that met their objectives.
Making it Move
To add a final layer of polish, I brought movement to the landing page. Through a combination of Webflow, After Effects, and LottieFiles, I attached animations to the scroll position on the page — creating powerful, memorable experiences.
results
At the end, the client was really excited about their new brand. I provided them a fresh logo, comprehensive brand guidelines, and a live landing page complete with 3D illustration.
Takeaways
This project reinforced the importance of structured process and client collaboration. Setting milestones with regular check-ins kept the project on track across multiple workstreams — branding, 3D illustration, and web development. A significant portion of the work involved facilitating workshops to define Mindflow's objectives and voice, ensuring the final product was authentically theirs.