CoinDCX | 2022
OVERVIEW
CoinDCX, a leading cryptocurrency exchange in India with over 25 million users, faced challenges maintaining brand consistency across various platforms and with different teams (marketing, internal, and external). The goal was to create a unified brand design system to ensure consistent brand presentation and improve collaboration.
CHALLENGES
Difficulty distributing brand assets (HTML, CSS, SVG, PNG, JPEG, PDF, PPTX) across various platforms
Key stakeholders (marketers, internal teams, external design/dev teams) struggled to find brand guidelines and assets
Difficulty locating assets led to inconsistent brand presentation and execution
Goals
Improve brand consistency across all platforms
Make brand assets easily accessible to all stakeholders
Streamline collaboration between different teams
Evaluate brand positioning relative to competitors
Guide brand development and marketing efforts
My role
Brand Design
System Design
UI Design
Design Research
Team
Brand manager
Product designer
Design engineer(s)
Graphic designer(s)
Duration
3 months
SOLUTION & THE IMPACT IT MADE
5%
↓89%
Consistency Issues in Design Assets
92%
↑30%
Cross-Platform Consistency Score
4.7/5
↑20%
Stakeholder Satisfaction Score
UI Snippets
Spoiler alert!
Building this design system wasn't a one-time fix. It laid the foundation for scalable brand management and ensured consistency as CoinDCX continues to grow. It dramatically improved team efficiency and freed up time for more strategic initiatives.
