Zenswap

Zenswap is a cross-chain asset swap protocol powered by USDC-based liquidity routing, enabling users to move native assets seamlessly between blockchains including TON, Solana, Bitcoin, Ethereum, Polkadot, and 30+ other networks. The protocol is secured by Analog GMP (Generic Message Passing) and built in partnership with Analog.

My Role

I handled the complete Zenswap visual identity myself: logo, brand system, website design and development, and social media presence, while delegating the product design (web application) to my experienced team.

Brand Identity

The logomark is an organic, flowing shape: three soft, overlapping forms that suggest liquid movement and cross-chain flow. It deliberately avoids the geometric precision typical of DeFi logos, instead conveying something more natural and effortless. The name itself reinforces this: "Zen", calm and frictionless swapping.

The color palette is striking: deep black backgrounds with hot magenta/pink as the primary accent, creating a cyberpunk energy that stands out in feeds and on dark-mode interfaces. Typography pairs Sora SemiBold with IBM Plex Mono for technical contexts. The brand copy rules codify the voice: bold, playful, rebellious, trusted, DeFi-native.

Visual World

I developed an extensive visual system using AI-generated imagery. Cyberpunk cityscapes with neon cyan and magenta lighting, featuring a recurring cat character (a meditating Japanese tabby cat figure) that serves as the brand mascot. The social media toolkit includes profile avatars, X cover images, and a library of 40+ banner variations.

Reflections

Zenswap was a case for knowing when to be hands-on. The project needed a specific creative vision, so I created the brand myself and oversaw the product design at a distance, trusting the design system and the team to handle it. The judgment of when to do which is arguably the most important skill in design leadership.