Kraken
Role
Brand Designer
2021 - 2022
The challenge
Kraken was undergoing rapid growth and seeking to expand its cultural relevance beyond traditional crypto circles. This included bold partnerships with legacy brands like Williams Racing, and engagement with Web3-native events like Metaverse Music Festival.
The challenge was to craft a brand system and campaign output that could bridge the gap between institutional trust and decentralized culture, all while maintaining Kraken’s distinct identity in an increasingly saturated market.
The visual output needed to feel premium, experimental, and native to both fintech and the crypto-native audience.
Key Contributions
Led the multimedia design and brand execution for the Metaverse Music Festival 2021, ensuring visual cohesion across all digital and immersive assets.
Designed illustrations, banners, and motion graphics that translated Kraken’s brand into virtual environments and non-traditional platforms.
Contributed early concept development for strategic partnerships with Williams Racing (F1) and Ferrari, proposing visual directions and brand alignments.
Collaborated cross-functionally with marketing, product, and external partners to align messaging, aesthetics, and brand tone.
Strategic Work
Helped position Kraken as a mainstream-forward Web3 brand through storytelling and visual systems that merged traditional prestige (Williams) with emerging tech (Metaverse).
Developed brand concepts tailored for decentralized environments, where standard UX/UI and brand strategies didn’t apply — requiring innovation in how visual narratives were built and delivered.
Supported the marketing team in crafting experiential, campaign-specific visuals that drove engagement and brand memorability in both crypto-native and Web2 audiences.
We should
work together.
Anthony Jahir Chitay Barrientos
Senior Design Consultant.
Brand & digital product designer, salsa dancer.
