I got hired pretty early when they were still figuring out the brand and product design direction. I joined and ideated the brand direction in accordance with the mission and vision. A person should be able to prove who they are in the digital universe — the way we see ourselves on computers is via dots on an LED screen, and computers see us as 0s and 1s.
So I wanted to lean heavy on dots and ASCII to build the initial brand and product design direction. I ideated and led the rebrand, and worked on the product side of things, building for identity and trust verification.
I also ideated and led some of their campaigns like PMO (Pension Management Office) signing and made some motion videos for them.
There's been some reflection since I joined. I used to think design is an independent function and leaned a little more into form than function, but I realised form should follow function — and that real design is a result of product clarity and solving business outcomes.