Zoth
OVERVIEW
What is Zoth?
Zoth is a community-driven restaking platform focused on breaking institutional barriers, simplifying retail access, and building a scalable RWA-Fi ecosystem.
I joined Zoth as Design Lead and their first full-time designer. At that time, it was an early-stage startup with around 12 members and had a basic website. I was involved in building their entire brand identity, design system and products from scratch.
Problem
Zoth lacked a cohesive brand identity and scalable design system, which could create a risk of inconsistency and inefficiency as the product grow.
Outcome
We developed a unified branding strategy and a centralized design system with Figma components, ensuring uniformity and productivity for future product expansion.
INFO
Explore
Roles
Design lead, responsible for research, logo design, visual identity and design system.
Team
3 designers, product manager and 4+ engineers.
Timeline
Feb ‘23 - Jan ‘25
ABOUT ZOTH
Information about Zoth and its products
Traditional RWAs remain largely off-chain, restricting liquidity and accessibility, while on-chain RWAs struggle with permissionless issuance and fully DeFi integration.
Zoth combines TradFi stability with DeFi innovation, issuing ZeUSD, a yield generating stable token backed by high-quality RWAs issued on top both off-chain and on-chain RWA .
Zoth Atlas
Zoth Atlas is a community-driven restaking platform designed to interact with ZeUSD enabling minting, multi-chain bridging, and sustainable DeFi rewards.
ZothFI
ZothFi provides institutional investors low-risk, high-yield access to RWA-backed investments like secured trade finance and tokenized liquid notes.
STARTING POINT
Initial state of the brand
When I joined Zoth, the brand had a logo, vague mission, and a basic website. There was no brand identity or design system, as the company was in its initial stage and prioritized speed over scalability at that moment.
The first version of the Zoth website
ZOTH UPGRADE #1
Updating Zoth’s website and launching Fixed income product
After joining, we initially collaborated with an design agency to update the logo and work on few iterations of the Zoth website.
Later, the our primary task became revamping the Zoth website and launching the fixed-income product within a week. We prioritized quick design execution, setting aside cohesive brand identity development.
Zoth website, built to highlight the fixed-income product, showcasing sections on Zoth's unique approach and value propositions for investors.
Zoth's fixed-income product, emphasizing its features, benefits, and seamless user interface for secure investment opportunities.
EARLY PRIORITIES
Design foundation with early-stage challenges
After the initial website launch, we had the chance to plan and revamp Zoth's websites, focusing on establishing cohesive branding.
At an early-stage startup, where the product was still evolving and time was limited, focusing on product-market fit outweighed standardizing the product experience.
RESEARCH
Learning about competitors and user need
During research, we analyzed competitors, explored industry standards, and conducted benchmarking exercises. We also gained insights into the target audience, their needs, and preferences.
Characteristics and needs of Zoth's target audience
FOUNDATION
Starting with the design essentials
With limited time, we developed the first version of the design identity. We prioritized essential components to build a strong foundation and built the design system.
We set the visual theme to reflect liquidity, flow and flexibility, aligning with Zoth's mission to democratize access to RWAs.
Main Zoth website had black-and-white design with a web3-inspired aesthetic, while ZothFi adopted a complete light theme to suit institutional investors’ preferences.
The initial logo had a gradient color with dot-based "Z" logomark that looked pixelated from distance. We refined it with monochromatic colors and connected dots with liquid blobs.
We chose the font Inter for its clean, modern style and excellent readability.
The primary blue color, refined from Zoth's original shade, gives fresh and innovative look.
ZOTH UPGRADE #2
Updating Zoth’s website and ZothFI
With the design framework established, we updated the websites ensuring seamless integration of the new design language. We renamed the fixed-income product to ZothFi.
Zoth website, showcasing enhanced visuals, cohesive branding, and dedicated sections highlighting ZothFi and its innovative fixed-income product offerings.
ZothFi platform, showcasing its products and investment opportunities, dashboard and profile management, delivering seamless investment experiences.
NEW PRODUCT
Launching next product, Atlas
We developed Atlas, a testnet website for launching ZeUSD, stablecoin backed by high-quality RWAs. Designed in a dark theme, Atlas conveyed aligned with the Web3 crypto ecosystem aesthetic.
The testnet was a huge success, with 2 M+ wallets onboarded and 38 M testnet transactions.
MAJOR BRAND EVOLUTIONS
Refining Zoth’s visual identity
With the testnet launch, we began preparing for Atlas's mainnet. We used this opportunity to upgrade designs by blending Zoth's brand with a modern yet familiar twist.
We conducted research, identified gaps, and engaged with stakeholders to uncover key issues to address while upgrading the brand.
🎨
Inconsistent colors and themes
The brand lacked a cohesive theme, with all websites using different themes and colors, risking user disconnection and failing to present a unified identity.
🏗️️
Overlapping design system elements
The existing design system relied on components designed for immediate needs and had overlapping elements caused by two different themes.
♿
Limited Accessibility Standards
Designs lacked accessibility considerations, potentially excluding certain users and failing to ensure an inclusive user experience.
📖
Brand Storytelling Gaps
The current design elements didn’t effectively tell the brand’s story, making it difficult for users to connect with Zoth’s and its vision.
MOODBOARD
Setting up the visual direction
We created a moodboard that aligning with Zoth’s brand identity to establish a visual direction, inspired by themes of liquidity and Web3 ecosystem.
Moodboard showcasing visual inspirations
BRAND KIT
Building the brand identity
With clear direction, we developed a comprehensive brand guideline kit, along with considering WCAG AA accessibility guidelines.
DESIGN SYSTEM
Laying foundation for scalable product
We built a scalable design system that goes beyond what is used in the final design, incorporating foundational elements, reusable components, design patterns, and documentation.
Updated design system of Zoth
Zoth Landing page
It pushes the ZeUSD narrative, showcases key challenges, demonstrates our solutions, and explains how ZeUSD works interactively, while also highlighting our community across social channels.
Investment Opportunities on ZothFI
ZothFI ecosystem, showcasing its core products and features. It also includes individual product pages that highlight investment opportunities and deal details.
ZeUSD on Atlas
Atlas Mainnet is a central hub for interacting with ZeUSD. Users can mint, redeem, and bridge ZeUSD across chains. It also features a dashboard to track holdings, rewards, and referrals.
ZOTH SUCCESS
Key achievements of Zoth in 2024
We had received an overwhelming response from the community! The excitement, participation, and engagement far exceeded our expectations, validating Zoth's vision and marking a major milestone for Atlas and ZeUSD.
$28 M
Liquidity deployed
Partnering with industry leaders, Zoth has secured $28 million in liquidity laying strong foundation for our RWA platform.
1 M +
Community
Zoth has built a strong community, growing to 1M+ across socials demonstrated the overwhelming demand for ZOTH’s vision.
$4 M
Fund raised
Zoth raised $4 million through Seed and Strategic funding rounds, supported by esteemed backers.
40 M +
On-chain transactions
Zoth Atlas testnet saw the creation of 2 M+ wallets that processed 40 M+ on-chain transactions.
RETROPECTIVE
Reflection on the project outcome
Reflecting on my journey at Zoth, building the brand identity was a defining experience. From designing the logo and theme to shaping a cohesive visual language, I embraced adaptability and strategy to create a distinctive Web3 brand.
🎯
Defining brand in an evolving startup
Startups are constantly evolving, making it challenging to establish a brand identity in one go. Flexibility is key to adapting to growth and changes.
🤝
Aligning brand with business goals
A brand isn't just visuals; it must align with business objectives, market positioning, and long-term vision for lasting impact and recognition.
