Summary
This project was the first in a series of contract work with my client Waffle Capital, a Hong Kong-based cryptocurrency fund. Here, I was engaged as the sole designer to assist the C-suite in the rebrand of the company’s visual identity. This project also included a redesign of Waffle Capital’s pitch deck and client materials for their high-profile investors. The work here was created using a combination of Figma and Adobe Illustrator.
Company background
Waffle Capital is an incubator fund specialising in investments within the Cardano blockchain ecosystem. They maintain a significant operational presence in Hong Kong, actively engaging with the local financial community to promote Cardano's development. The team leverages over a decade of expertise in Cardano to identify and invest in emerging opportunities.
Project goal
Waffle Capital engaged me to refine their visual identity and establish the company as a modern, trustworthy player in the competitive crypto fund industry.
My tasks included defining a cohesive brand identity for consistent application across all projects and updating their investor pitch deck.
They recognised an opportunity to enhance their professional image through thoughtful design and sought a more polished and unified visual presence to better align with their goals.
Logo redesign
To modernise Waffle Capital’s logo, I simplified the text and softened the colour palette based on stakeholder feedback. The ADA coin '₳' symbol was replaced with the letter 'A' for improved clarity, and the bold orange was changed to a softer, more approachable pastel yellow.
The black background was also updated to a complementary grey, which softened the contrast while maintaining accessibility. This combination evoked professionalism, balancing the friendly warmth of the yellow with the grounded tone of the grey.
These updates ensured the logo was modern, versatile, and aligned with Waffle Capital’s professional yet forward-looking identity, laying the groundwork for a cohesive visual identity across all brand assets.
Before
After
Design guidelines
After conducting market research and iterating on ideas, I developed a cohesive set of design guidelines for Waffle Capital’s visual identity, which were to be implemented in the pitch deck.
I chose Scope for titles and headers because of its distinctive, geometric, and "techy" feel, which aligns well with the blockchain sector. For body text, Roboto Mono was selected to subtly reference coding, a core aspect of blockchain technology.
The yellow served as the highlight colour, while dark grey was used for backgrounds to maintain professionalism. An off-white/light grey was applied to text and text boxes for clarity, with varying greys used in chart graphics for a minimalist look.
Decorative/Yellow
#FFD479
Base/Off-white
#EEEEEE
Base/Dark Grey
#4B4B4B
For consistency with the blockchain-inspired logo, I used zero-radius corners on images and text boxes, reinforcing the modern and structured feel.
Applying the styles
Here are three example slides from the pitch deck showing some of the changes above being implemented.
Before
After
Project outcomes
Upon successful completion of this project, I was later asked by Waffle Capital to design their official website across all device platforms.
Subsequent to that, my partnership with Waffle Capital continued, where I would later be engaged to create graphics for a crypto event in Soho House, which included both digital and physical materials.