Coinmate · 2023–2026 · Regulated crypto exchange

A design system first, then a new brand identity.

How it happened

Timeline

Where it was stuck
No design system
The company had no design system and no product design team. I built the system first. When the rebrand request came, the exploration took days instead of weeks, and we could test several concepts instead of one.
Step 1
A scalable design system
It built on the existing style, so nothing started from scratch.
Step 2
One system for iOS and Android
The mobile apps got the same system, so users recognize the brand everywhere.
Step 3
Exchanges and banks
I analyzed crypto exchanges and banks that are starting to offer crypto. Then I designed the most complex screens for mobile and desktop first, to make sure the system would scale.
Step 4
Prototypes for the whole company
Claude Design came out in April 2026. In May, I connected the design system in Figma to Claude and set up automatic deploys to Vercel. From the end of May, product managers built prototypes from the design system themselves and tested ideas with engineering and the board. Anyone in the company can open the link, even without a Claude account.
Step 5
Merch made in-house
We prepared the logo and the mascot in Figma Weave so merch could go straight to production. That removed the loop of brief, supplier rounds, approval, and budget. People in the company learned the process and now make the materials themselves.
Result
A new brand on the same system
The design system stayed, and the new brand identity is built on it: a new logo and colors, the same name. I was responsible for the visual design.

At a glance

Client: Coinmate
Company: A crypto broker and an exchange with its own order book, on the web and in an app.
Period: 2023–2026
Field: Regulated crypto exchange
My role: Product Design Lead, contract, 2 days a week · led a senior designer and a copywriter
Way of working: Remote and async: 10 meetings a year. I briefed design in 240+ Loom videos, the rest went over Slack.
Services: Decision Prototype Fractional product leadership

A presenter points at a screen showing two similar names: coinmate and coinbase — Coinmate next to Coinbase. People confused the similar names and looks, so we had to redesign.

Finding the new brand

The colors of 15 crypto exchanges and 6 banks side by side. The new palette could not be confused with Coinbase blue.
10 color combinations applied to the whole website, not to a swatch. The chosen one had to stand apart from competitors and carry over to the app and the design system.
The name stayed and the logo changed. We tested the shape, the coin motif, and the typeface on light and dark backgrounds.
The Vali mascot went through 7 generations: age, glasses, colors, shoes. The final version has a set of poses for the web, the app, and merch.
The new brand in use: logo, app icon, website, banners, poster, and the mascot. I designed it with Jan Štverák.

The work itself

BeforeAfter

The website home page before and after the redesign.

BeforeAfter

The main dashboard in the app. The layout stayed, and the new brand came in through the design system.

The mobile app page in the new brand, on a phone and on a desktop.
The app with the new brand on the same design system. Switch the site’s theme to see the other version.
The portfolio with total value, 24-hour profit, and a chart.
Buying crypto. When the amount goes over the account limit, the form says so right away.
Signing in to the app with a PIN or face ID.
Money can be split into several accounts by purpose.
Recurring purchases through a standing order from a bank account.
Profile and preferences: default currency, number format, and appearance.
The design system in progress in Figma: buttons, forms, tables, menus, the footer, and other components.