Rebranding CoinCover, phase two:

One brand for institutions and everyday crypto users

PROJECT TYPE

Brand rollout

YEAR

2025

WEBSITE

CoinCover.com

MY ROLE

Brand Systems Digital Campaigns Brand Implementation
Art Direction

CoinCover protects digital assets for institutions and their customers. In 2025 the brand evolved to speak to corporate buyers and everyday crypto users at once. Holographik Studio developed the new identity, and I led its refinement and rollout, applying it across every touchpoint and the whole organisation.

Challenge

CoinCover was expanding into B2B2C, needing one identity that could speak to both corporate buyers (crypto exchanges and wallets) and retail end-users, while drawing a clear line between who the company had been and who it was becoming.

Solution

Holographik Studio developed the new identity. I led its refinement and rollout, from the design system and templates to organic and paid social, event swag and the research report that launched it. The result is one brand that reads the same to corporate buyers and everyday crypto users.

Research

Research combined stakeholder interviews with a company-wide employee survey, surfacing two key insights: the need to be seen as web3-native and technological, and a calming, human, optimistic presence that offers genuine peace of mind.

Technological, not just technical.

Web3-native credibility, built for a crypto-fluent audience.

Calm in the chaos.

A human, optimistic tone that offers reassurance rather than alarm.

CoinCover design system: colour, type, components and grid

Website

A homepage that reveals itself as you scroll.

I worked with Holographik Studio to design the website. Even on the homepage we each designed different parts, and the design system I built brought them together into one experience. The scroll interactions, where sections slide over one another, headlines blur into focus and a dot matrix builds as the page loads, were storyboarded in Figma for the developers who built them.

Marketing

One system, every channel.

Email, organic social and paid social share the same colour, type and dot language, so a post on X and an ad on LinkedIn read as one brand.

Beyond the screen

A brand people can hold.

Event swag carries the system into the physical world. The recovery kit plays on what CoinCover does: be ready before something goes wrong.

The launch report

Launching the brand with original research.

The Trust Factor combined a survey of 1,000+ respondents with the views of seven industry leaders on crypto regulation. I designed it digital first, then adapted it for print.

“Emma is a design marvel, indefatigable and undaunted, always pushing the brand forward. At CoinCover Emma led a nose-to-tail rebrand, taking the visual identity into a dramatically different realm without sacrificing its authenticity. Emma’s design system flowed from collateral into content into product interfaces, and set a foundation that has been able to continuously evolve and adapt without ever losing its edge. Emma is a joy to work with.”

Daniel Sale

Head of Marketing at CoinCover