01
Context
Building a visual identity and digital experience for Anoma
During my time at Heliax, I worked across two blockchain projects, Anoma and Namada.
For Anoma, my work focused on evolving the brand identity, designing the website experience, establishing visual guidelines and creating visual assets to communicate complex technical concepts across digital and offline touchpoints.
Role
UI/UX Designer · Brand Identity · Website Design
UI/UX Designer · Brand Identity · Website Design
Company
Heliax
Heliax
Timeline
2021–2022
2021–2022
Focus
Brand Identity · UI/UX · Website Design · Visual Guidelines
Brand Identity · UI/UX · Website Design · Visual Guidelines
02
Brand identity evolution
The existing visual identity no longer fully reflected the direction of the project.
I worked on evolving Anoma’s visual language and tone of voice, developing a fresher, more distinctive direction that could better communicate the project’s ideas and create a more consistent presence across its digital touchpoints.
The work explored how colour, typography, graphic elements and visual expression could come together to form a recognisable identity that could evolve alongside the project.
I worked on evolving Anoma’s visual language and tone of voice, developing a fresher, more distinctive direction that could better communicate the project’s ideas and create a more consistent presence across its digital touchpoints.
The work explored how colour, typography, graphic elements and visual expression could come together to form a recognisable identity that could evolve alongside the project.
03
Website Design
02.1 Wireframes
I explored page layouts and content structure through wireframes, defining how information could be organised before moving into visual design. These explorations helped shape the website’s structure and provided a starting point for refining the experience.
02.2 UI design
I developed high-fidelity UI designs, exploring visual directions that brought Anoma’s brand identity into the website experience. Working closely with developers and other team members, I refined layouts and visual details while considering technical constraints and implementation.
04
Style Guide
As Anoma’s visual identity evolved, we needed a shared reference to help maintain consistency across the work. I contributed to creating visual guidelines documenting the brand’s visual language, including colour, typography, identity elements and tone of voice.
The guidelines helped establish a common visual direction for applying the identity across digital experiences and communication materials as the project developed.
The guidelines helped establish a common visual direction for applying the identity across digital experiences and communication materials as the project developed.
05
Visual communication
Alongside the brand and website work, I created visual assets to support Anoma’s communication across different channels. This included illustrations, diagrams and infographics for blog articles, as well as newsletter graphics, social media assets and materials for digital and physical events.
The work involved translating technical topics into visual formats that were easier to approach, while extending Anoma’s visual identity across its wider communications. I also contributed to event materials, merchandise, banners and video-related assets.
The work involved translating technical topics into visual formats that were easier to approach, while extending Anoma’s visual identity across its wider communications. I also contributed to event materials, merchandise, banners and video-related assets.
06
Outcome
A more cohesive visual identity across Anoma’s digital presence and communications.
My work contributed to the evolution of Anoma’s brand identity, website and visual guidelines, alongside a broad range of communication materials.
Together, these elements helped establish a more consistent visual direction across the project’s digital and physical touchpoints.
A visual identity that brought Anoma’s brand, digital experience and communications together.