Verae
Blockchain · ITAD/ITAM · Reverse Logistics · Circular Economy Infrastructure
Brief
Verae is a blockchain-based infrastructure product focused on bringing digital accountability to physical asset flows. Designed for ITAD (IT Asset Disposition) and reverse logistics stakeholders—OEMs, recyclers, auditors, and enterprise IT teams—Verae’s DataCubes™ provide cryptographically verifiable records that track the lifecycle of physical goods, setting new standards for traceability, compliance, and value in the circular economy. While the product is deeply technical, its success depends on storytelling that translates complexity into clarity.
My Roles:
Brand Designer, UX Architect, Illustrator, Content Strategist, Visual Systems Lead, Voice Architect
Tools I Used:
Figma, Illustrator, InDesign, Photoshop, HTML/CSS, WordPress, Adobe Acrobat, Google Workspace, ChatGPT, Midjourney
Problem
In an emerging sector saturated with buzzwords like “blockchain,” “circular economy,” and “ESG compliance,” Verae needed a visual identity and brand architecture that could establish credibility without falling into cliché. The product required narrative scaffolding that could carry both technical depth and market resonance across diverse audiences: engineers, compliance officers, executives, and recyclers alike. There was no pre-existing brand or content system. Everything needed to be designed from zero: visual identity, brand voice, UX logic, communication assets, and distribution strategy.
Solution
I led the creation of Verae’s visual and narrative ecosystem. I designed the logo, color system, and typography from the ground up to reflect the dual nature of the product: technical rigor and ecological purpose. I designed the full UX/UI of the website, ensuring brand alignment across responsive breakpoints and audiences.
I authored, illustrated, and designed the whitepapers and pitch decks, crafting modular visual systems that communicated complex blockchain workflows and compliance logic with precision. I developed social media templates, infographics, flyers, and info sheets for conferences and partner activations; calibrated for both elegance and clarity. I also built and refined Verae’s brand voice - professional, assertive, yet never overly technical; positioning us as a thought leader in the cryptographic space.
My Contribution
My work at Verae was both foundational and fluid. I wasn’t just designing assets; I was building language systems across form, tone, and medium. From defining iconography rules for DataCube components to crafting LinkedIn captions that translated ESG compliance into scroll-stopping insights, I worked across every touchpoint. I collaborated with founders, engineers, and marketers to align vision, values, and velocity.
The result: a brand that moves with coherence across decks, docs, and devices- and a product narrative that invites participation rather than demands explanation.