Branding & UX/UI Design
Content
/Project
Developer DAO, a decentralized collective empowering Web3 builders, faced a critical challenge: its mission and value proposition were fragmented, leaving stakeholders (members and partners) without a cohesive pathway to engage. For members, the community's purpose and onboarding process felt ambiguous, while partners struggled to identify collaboration opportunities. The existing brand lacked emotional resonance, and the website failed to articulate the DAO's ethos as a constellation of innovators shaping the future of decentralized tech.
/Challenge
The disconnect stemmed from a one-size-fits-all approach. Members needed clarity on their role in the ecosystem, while partners required a streamlined portal to align their goals with the DAO's vision. The original design lacked visual storytelling, diluting the community's collective identity and the cosmic potential of its mission.
/Solution
I co-led a redesign that reimagined Developer DAO's digital presence through two bespoke landing pages:
(1) For Members: A dynamic hub highlighting onboarding, governance, and learning resources, fostering a sense of ownership.
(2) For Partners: A curated space showcasing collaboration tiers, impact metrics, and case studies to align external goals with the DAO's roadmap.
/The Design Philosophy
The new brand embraced a starry black cosmos as its visual anchor. Here's why:
The Void as Potential: The black canvas symbolizes the uncharted territory of Web3, as a space ripe for creation.
Stars as Collective Brilliance: Each star represents a member; together, they form constellations of innovation, echoing the DAO's belief that individuals shine brighter when connected.
Motion & Scale: Subtle animations evoke the infinite scalability of decentralized systems, while the dark theme mirrors the mystery and depth of Web3's untapped possibilities.