Fluidity Money are on a mission to incentivise blockchain utility, rewarding people for using their crypto. In 2022 they approached Perth-based digital agency Humaan to assist with an overhaul of their digital ecosystem from the ground up. We worked with the Humaan team as a design partner, leading the UX and UI updates to both the public website and web 3 application.

The process started with a review of the company's brand which initially appeared to be a collation of many ideas without clear direction. Some lite brand work led to the development of a suite of 3D and animated visual assets, based around a central concept of liquid metals - a substance that can 'coat' another to create something unique. This direction influenced graphic treatments across all digital products, and created a consistent and sustainable visual narrative for the brand.

Research into the company's offering and market highlighted the unique territory we were venturing into. Working closely with the Fluidity and Humaan teams, we identified essential information structures and functions that would surface the right amount of detail at the right moment, as not to obstruct a highly intelligent and fast moving audience.

The interface itself needed to feel both progressive and pragmatic, and led to a sharp and minimal design, sprinkled with engaging micro-interactions. Our system of components and patterns are the building blocks of both the website and the web3 platform and ensure the in-house development team can create new products and offerings as opportunities arise.