Blueberry Garden
DeFi
Blueberry Garden
DeFi
Experience Leadership
blueberry.garden A fresh identity and a simpler DeFi experience Executive summary blueberry.garden is a community-focused DeFi platform where people can earn, stake and manage their digital assets. Built on transparent smart contracts, it offers yield opportunities, liquidity provision and flexible investment options, with the community helping to steer the platform through governance. By 2024, the platform had outgrown its original identity. Its brand and product no longer reflected its values or where it was heading, and its DeFi tools needed to be easier for newcomers to use while still giving experienced users the control they expected. blueberry.garden needed a V2 launch that brought a new identity and a clearer product together. I led the rebrand and the V2 product experience. The new visual language and messaging were built around clarity, creativity and community, giving blueberry.garden a friendlier, more distinctive identity that still felt credible for a platform handling people’s assets. That identity carried through into a responsive DeFi interface designed to make earning, staking and managing assets simple and transparent, so users always felt in control.
Challenge
blueberry.garden had grown, but its identity hadn’t grown with it. The original brand no longer reflected the platform’s values or long-term vision, and it struggled to connect with the wider audience the project wanted to reach. In a crowded DeFi market, where new platforms launch every week, a brand that felt dated or unclear made it harder to earn attention and, more importantly, trust. The product faced a similar problem. Earning, staking and providing liquidity involve complex mechanics, and the existing experience asked too much of newcomers, with unfamiliar terms, unclear yields and little guidance on risk. At the same time, experienced users expected speed, detail and full control over their assets. The V2 experience had to serve both groups without dumbing things down or overwhelming anyone. Bringing the two together added another layer. The rebrand needed to feel friendly, creative and community-led, but blueberry.garden is a platform that holds real value, so the identity also had to signal security and credibility. Too playful and it would lose trust, too serious and it would lose its personality. The challenge was to find that balance and carry it consistently from the brand and messaging through to every screen of a responsive DeFi product, launching as one clear, confident V2.
Solution
I approached the blueberry.garden V2 launch as one connected piece of work, with the rebrand and the product designed together so the platform would feel the same from the first impression to the last click. The rebrand started with finding the right balance between personality and trust. The new visual language kept the warmth and creativity that made blueberry.garden feel community-led, with a friendly tone and distinctive identity, while a clean layout, considered typography and a restrained use of colour gave it the credibility of a platform that holds people’s assets. New messaging explained what blueberry.garden does in plain language, focusing on clarity, creativity and community rather than jargon. That identity carried straight into the V2 product. I built a consistent design system from the brand, with shared components for balances, positions, yields and transactions, so earning, staking and managing assets all worked the same way across the platform. The key journeys were simplified to a few clear steps, with each screen showing what matters most first: what you’ll earn, what you’re putting in and what the risks are. To serve both newcomers and experienced users, the interface layered information. Plain-language explanations and helpful prompts guided first-time users through unfamiliar DeFi concepts, while experienced users could see detailed data and act quickly without extra steps. Clear confirmations, transparent figures and visible positions kept everyone in control of their assets at all times. The whole experience was designed responsively across mobile, tablet and desktop, giving blueberry.garden a V2 launch that looked fresh, felt trustworthy and made DeFi simpler for its growing community.
Result
blueberry.garden launched its V2 experience in early 2024 as a decentralised prime brokerage terminal, offering loan-to-value ratios of up to 20x for on-chain trading and yield strategies. The new brand and product gave the platform a clear, credible identity at launch, positioning it for both cautious large investors and high-risk traders. The launch was backed by strong partnerships across DeFi, with organisations including Alchemix, OlympusDAO, Gauntlet and DYAD involved, and Bloom connected as the first integrated protocol. The simplified, consistent interface made sophisticated leverage strategies accessible to anyone with a web3 wallet, something the founders highlighted when talking about the platform’s ease of use. The momentum continued after launch. In June 2024, Blueberry raised $2.5 million in strategic funding led by WSC and Varys Capital, bringing its total funding to $6.2 million, to grow the team and strengthen security. V2 brand and product launched in early 2024 Up to 20x leverage made accessible through a simplified interface Launched with partners including Alchemix, OlympusDAO and Gauntlet $2.5M strategic funding raised in June 2024
From our Client:
“William gave blueberry.garden a fresh start. He led our rebrand and V2 product experience, creating an identity that finally reflected who we are and an interface that made DeFi feel simple without taking control away from our users. Friendly, credible and clear, it’s exactly what we needed for our next chapter. Thank you, William.”
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Founder