Magic Labs
Visual Identity
Web
Illustration
DATESAUG 2020 → MAR 2023
COLLABORATORSCEO,
Lead Product Designer,
Head of Marketing,
Lead Software Engineer,
Sr. Frontend Developer
Magic Labs is a leading wallet-as-a-service platform with built-in NFT capabilities, designed to boost security, simplify onboarding, and remove the need for passwords entirely.
At Magic, I helped shape the brand's visual identity and communication strategy across websites, emails, marketing materials, and presentation decks. For Web3 projects specifically, I focused on making complex concepts easy to understand — balancing user education, privacy, and security with our brand's distinct look and feel. Through competitor research and close collaboration with my team, I helped deliver seamless user experiences and clear communication of product features.
Web Design
The Evolution from 2020 to 2022
(Quarterly Updated)
Each quarter, our team sets goals for our products. One major challenge we encountered was updating the homepage to include new features, announcements, and approaches to engage our customers and users more effectively. We aimed to ensure that users quickly grasped the benefits of our product, encouraging them to utilize it.
In Q4, 2020:
We highlighted our passwordless authentication options, making it easy for users to sign up without needing a traditional password.
In Q1, 2021:
Our team elevated the visual design, strengthened the copy, and introduced our new mascot, 'Hiro,' as a friendly guide to help users navigate new features.
In Q3, 2021:
With this update, we aimed to reflect our boldness, quality, and trustworthiness through bold perspectives and cohesive visuals.
In Q2, 2022:
In June 2022, Magic launched Magic Connect at NFT NYC 2022 to simplify NFT purchases. This tool lets users buy NFTs with just a credit card, debit card, or instant bank transfer (ACH) — no crypto wallet or fiat on-ramp required. The result: buying NFTs becomes easy and hassle-free for everyone.
In Q3, 2022:
After NFT NYC 2022, our focus shifted to showcasing Magic Connect's features and benefits — highlighting its speed and simplicity compared to other Web3 wallets.
Short Animations for Web Design
The Magic website uses simple animations to communicate visually.
Brand Expression
These works illustrate how logo, photography, typography, illustration, tone of voice, and motion design come together into a cohesive identity that resonates with audiences.
The Wordmark Improvement
I refined our logo with subtle enhancements and updated the wordmark font from Proxima Nova to Inter. Inter's 'a' feels friendlier and more sophisticated, and the typeface stays highly readable at both large and small sizes.
The Meaning of the Logo
The logo's concept conveys protection and security through the imagery of a shield and key. I created a simple yet impactful animation featuring this symbol for the login page.
The Brand Guidebook
We developed a comprehensive Brand Guidebook to fill a gap in our existing resources, providing clear guidance on brand execution and ensuring consistency and quality across all marketing channels.
Mascot: HIRO
Hiro's lower body is shaped like the letter 'M,' and his overall design is simple and easily recognizable.
What Are the Advantages of Having a Mascot?
We believe that the effectiveness of a mascot depends on factors such as its design, relevance to the brand, and execution. A well-designed and strategically integrated mascot can bring numerous benefits to a brand.
Brand Recognition
Emotional Connection
Storytelling and Brand Story
Versatility and Flexibility
Appeal to Different Audiences
Brand Extension and Merchandising Opportunities
Hiro’s expression icons.
Hiro in branding: Website, NFTs, Banners/Ads, and Blog
Times Square Billboard Ad, NFT NYC 2022, New York
Designing swag items is always an enjoyable part of the job.
Hiro in branding at NFT NYC 2022.
Illustrations
From rough sketch to finished illustration.
Magic's branding illustrations uniquely convey its identity and values — helping differentiate the brand, tell its story, strengthen its personality, and simplify complex concepts.
Illustrations for Blog Featured Images
NFT Collection for ETHDenver 2022
During ETHDenver, I designed a 2D-style NFT collection. Each NFT served as an individual card and was offered to people who signed up for Magic. Our goal was to capture attention and incentivize people to try our product.
Hiro Stickers
Although these stickers were created for swag and internal or external events, the collection of different styles is still consistent and expresses Magic's unique branding, making it a good template for other illustration work.
Hiro sticker collection.
A poker card deck design as swag for marketing purposes
Small but Powerful Illustrations
Each illustration is tailored to its context — commonly used in web design or company presentations — helping engage customers in a warm, approachable way.
