binance.us
Sr. Video & Motion Designer
Mar 2022 - Aug 2023
From 2022 to 2023, I worked as a Senior Video & Motion Designer on the in-house Brand & Creative Team at Binance.US, collaborating with a small but mighty group of designers and copywriters across both traditional and emerging media.
As the U.S. arm of the world’s largest crypto exchange, Binance.com, the company moved fast—and so did we. One week, we were producing high-volume creative assets while navigating brand-new crypto regulations; the next, we were collaborating with product designers and external partners to launch Web3 initiatives like the official Cristiano Ronaldo NFT collection and Binance.US’s metaverse experience.
My time in Web3 pushed me to find creative solutions to challenges I’d never faced before—from simplifying complex concepts for everyday users to building a brand identity that could scale at startup speed.
Visual Brand Identity
One of our biggest challenges as the brand team was building a cohesive brand identity and turning it into a flexible design system capable of handling the nonstop creative requests coming from across the company.
I worked closely with our Art Director to translate the new visual language into motion and video, then built reusable templates for our Adobe-based workflow and contributed to our Figma design library. This allowed the team to work faster, stay consistent, and scale creative production without sacrificing quality.
WEB3 Products & Partnerships
At Binance.US, part of our role was collaborating with our global sister company, Binance.com, on high-profile marketing partnerships. Two standouts were The Weeknd’s After Hours Til Dawn Tour and the Cristiano Ronaldo NFT series.
For The Weeknd’s tour, I produced and organized a large volume of video assets for social, web, and paid channels—customized for each city on the tour to ensure local relevance and consistency.
For the Cristiano Ronaldo NFTs, I partnered with our Art Director to design the official U.S. collection and worked closely with the dev team to troubleshoot the launch to his millions of fans.
Both projects demanded tight timelines, cross-team collaboration, and brand consistency across international markets.
Customer Accessability
One recurring challenge was simplifying dense, technical concepts so everyday users could understand them.
Web3 and crypto were historically dominated by developers and technical communities, so we worked closely with copywriters and CX team to produce clear, user-friendly tutorials and instructional videos. These not only educated customers but also significantly reduced the workload on the support team by proactively addressing common pain points.