Food Auditing Web,
Food Auditing Web,
Connecting Food
Connecting Food
LATE-STAGE SEED
BLOCKCHAIN-AS-A-SERVICE
LATE-STAGE SEED
BLOCKCHAIN-AS-A-SERVICE
Overview
This project was about elevating Connecting Food from a standard transparency tool to the definitive leader in blockchain-powered food auditing. As a pioneer in food tech, the platform offered unparalleled supply chain integrity but required a digital identity that felt as innovative as its backend. I led the complete digital redesign, focusing on a bold, high-impact aesthetic to position the brand as the most memorable and trusted authority in the agritech sector.
Research
My initial discovery sessions highlighted a misalignment between the company’s revolutionary technology and its online presence. Connecting Food was providing real-time, high-stakes data validation, yet the interface lacked the visual gravity required to disrupt the industry.
→ A generic corporate style made it hard to stand out in a crowded market
→ The visuals didn't reflect the "live" energy of blockchain tracking
Challenges
The main hurdle was making data-heavy transparency feel engaging and memorable without sacrificing professional credibility. How do you take complex supply chain logistics and turn them into a captivating visual narrative? I had to find a balance between technical precision and a standout creative direction, ensuring the new typography and bold design choices commanded attention while still conveying the safety and reliability essential to the food industry.
Key Solutions
I moved the brand away from generic environmental clichés toward a modern, high-contrast, and authoritative digital experience.
→ Implemented a bold type system for instant brand recognition
→ Converted complex blockchain flows into a sleek, cutting-edge user journey
→ Shifted the focus from tracking to total integrity to attract global brands
Impact
The redesign successfully transformed Connecting Food into a standout digital flagship within the agritech space. By prioritising a memorable aesthetic and sophisticated type scale, I created a presence that doesn't just inform users—it leaves a lasting impression, proving that transparency can be both technically rigorous and visually arresting.
Food Auditing Web,
Food Auditing Web,
Connecting Food
Connecting Food
LATE-STAGE SEED
BLOCKCHAIN-AS-A-SERVICE
LATE-STAGE SEED
BLOCKCHAIN-AS-A-SERVICE
Overview
This project was about elevating Connecting Food from a standard transparency tool to the definitive leader in blockchain-powered food auditing. As a pioneer in food tech, the platform offered unparalleled supply chain integrity but required a digital identity that felt as innovative as its backend. I led the complete digital redesign, focusing on a bold, high-impact aesthetic to position the brand as the most memorable and trusted authority in the agritech sector.
Research
My initial discovery sessions highlighted a misalignment between the company’s revolutionary technology and its online presence. Connecting Food was providing real-time, high-stakes data validation, yet the interface lacked the visual gravity required to disrupt the industry.
→ A generic corporate style made it hard to stand out in a crowded market
→ The visuals didn't reflect the "live" energy of blockchain tracking
Challenges
The main hurdle was making data-heavy transparency feel engaging and memorable without sacrificing professional credibility. How do you take complex supply chain logistics and turn them into a captivating visual narrative? I had to find a balance between technical precision and a standout creative direction, ensuring the new typography and bold design choices commanded attention while still conveying the safety and reliability essential to the food industry.
Key Solutions
I moved the brand away from generic environmental clichés toward a modern, high-contrast, and authoritative digital experience.
→ Implemented a bold type system for instant brand recognition
→ Converted complex blockchain flows into a sleek, cutting-edge user journey
→ Shifted the focus from tracking to total integrity to attract global brands
Impact
The redesign successfully transformed Connecting Food into a standout digital flagship within the agritech space. By prioritising a memorable aesthetic and sophisticated type scale, I created a presence that doesn't just inform users—it leaves a lasting impression, proving that transparency can be both technically rigorous and visually arresting.