Ripple Brand Refresh – Evolving the Brand for the Future

In late 2023, Ripple underwent a significant brand evolution to better reflect its future vision and growing presence across financial markets and blockchain innovation. This refresh modernized the brand’s visual language, clarified its market positioning, and introduced a more human, approachable identity that connects with both enterprise partners and the broader crypto community.

The nature of this work is confidential, and project visuals cannot be shared publicly. However, here’s an overview of my contributions to this milestone initiative.

My Contributions

• Brand Exploration & Visual Language Development
  Collaborated with the visual team to explore and define the refreshed brand identity, including tone of voice, key visual elements, and design language frameworks.

• Color System & Illustration Direction
  Worked closely with the creative team to develop a versatile, scalable color system and illustration style that reflects Ripple’s evolving brand personality—balancing corporate trust with bold, modern expression.

• Photography Direction with Media Team
  Collaborated with the media team to refresh Ripple’s photography guidelines, focusing on authentic, human-centered imagery that enhances the brand’s warmth and relatability.

• Web Design System & Product Collaboration
  As the lead on bringing the refreshed brand into Ripple’s web ecosystem, I’m driving the website redesign and collaborating with product teams to ensure consistency across platforms, including new design foundations and scalable components for ripple.com.