CASA
Casa empowers people to take control of their digital wealth (no banks, no middlemen).
When I joined Casa, the product made security feel simple. The brand didn’t. It spoke in technical terms, focused on how the tech worked instead of why it mattered. Fine for Bitcoin die-hards, overwhelming for most everyone else.
As Casa evolved to support other digital currencies, we needed to reach a broader, less technical audience without losing our base. We re-anchored our identity around a simple truth: everyone deserves a safe way to own what’s theirs.
I overhauled the brand to feel as personal and intuitive as the product. At the center: a five-sided vault—a nod to Casa’s multisig roots, reimagined as a symbol of ownership. We extended the new system across app, web, and support, building cohesion at every touchpoint. Less explanation, more invitation. Self-custody finally felt like home.
work: strategy, creative direction, identity design, logo design, website, copy
