Jackal - Creative
Building trust in decentralized infrastructure requires a premium visual language. As Creative Director at Jackal Labs, I transitioned the brand from a developer-focused protocol into a credible, enterprise-ready storage platform. During my time at Jackal, I worked with the cofounders to understand their vision and apply that to a fresh, cohesive design system that prioritized security and sovereignty while ensuring the product felt as intuitive as any legacy Web2 cloud service.
I kicked off my work as Creative Director by facilitating a full-scale visual overhaul, developing the core identity, typography, and color systems that define the Jackal ecosystem. I moved the brand away from "crypto-technical" aesthetics toward a high-fidelity look that signals stability and professional authority.
I then led the design of the Jackal Vault dApp—the flagship interface for sovereign data storage. I focused on removing the friction of Web3, creating a user experience that allows anyone to manage decentralized files without needing to understand the underlying cryptography.
Throughout my time at Jackal, I worked alongside the engineering team to ensure the visual interface reflected the protocol's high security. By humanizing technical complexity through clean UI and clear brand pillars, we transformed Jackal into a consumer-facing product. And since we were a startup, I ran all of the content and marketing too. You can check that out here.
Jackal Brand
When I joined Jackal, the brand lacked a foundational visual design system, resulting in a disjointed presence across their apps, website, and marketing materials. My first priority was establishing a cohesive brand strategy and developing the visual mood boards necessary to anchor the company's identity. I identified and partnered with brand designer Laura Angel to execute this vision, transforming high-level concepts into a professional, unified aesthetic. Within a few months, we successfully launched a new look and feel that provided the structural framework I needed to continue executing consistent, high-fidelity creative across the entire ecosystem.
Brand Execution
There were many ways in which the brand extended into the world, a key opportunity being the Jackal Vault dApp. I designed everything from content strategy to UI/UX, ensuring the user interface was a direct extension of our new brand identity. Rather than treating the product and brand as separate entities, I brought the "Safe, Secure, Sovereign" pillars into the product itself. I focused on stripping away the friction typically associated with Web3—replacing technical jargon with clean, intuitive layouts that made decentralized encryption feel as familiar and reliable as a traditional cloud provider.
