Maturing design at a $10B crypto infrastructure startup
Leading and executing across brand & systems
Branding
Design Systems
Illustration
3D
Alchemy
Overview
Alchemy powers 71% of top crypto apps. I joined to mature the visual identity, build systems, and lead creative execution.
Over three years, I operated as an independent contributor and strategic creative lead — growing the brand design practice from scattered one-offs into a cohesive, system-driven operation spanning identity, launches, campaigns, and web.
Alchemy
The Challenge
Alchemy had no cohesive brand narrative, no design system, and visual inconsistencies across its rapidly expanding product suite. The company also needed to mature its identity to credibly serve financial institutions.
The 3D renders I made above feel like they belong to different companies instead of product verticals. Without a shared design language, everything was a one-off. Design and marketing moved slowly and the visual identity felt fragmented.
Alchemy
The Solution
I built a design system 0→1, established "The Alchemical Table" as our product narrative, led key launches like Account Kit and Rollups, designed developer tools, and migrated the site to a headless CMS.
Brand Strategy Design Systems Web Migration Motion & 3D
The Alchemical Table tells a complete story in which our developers weren't just blockchain developers - but Alchemists in the literal sense - transmuting our APIs to create blockchain magic (apps).
Alchemy
Performance Results
The systems and creative work produced measurable results in both velocity and quality, thereby transforming how our teams designed, built, and shipped.
Faster dev cycles
Via design system adoption
Faster site load times
After migration to headless CMS
Website powered
By the design system by Q2
The Alchemical Table narrative gave product discovery new momentum. and our design system helped both marketing and product teams ship considerably faster.
Kate has been more than a designer; she's been a force of creativity, collaboration, and inspiration. Whether shaping our brand, being a key member of the design team, pushing boundaries, or solving the trickiest design challenges, she's left a mark that will be felt for years to come.
Ramiro Cardozo
Head of Design
Kate is one of the most intuitive and creative designers I have ever worked with. She consistently takes in hard, technical, abstract topics and turns them around into elegant designs that our customers love. She goes above and beyond in not just generating designs, but suggesting new ideas that have always turned around rave reviews.
Noam Hurwitz
Head of Engineering
Alchemy
Final thoughts
Working at Alchemy taught me that the most lasting design work comes from building systems and stories that outlive you. We built a foundation that empowered teammates to move faster, design better, and tell a more compelling story to the builders launching on-chain apps.
Alchemy
Credits
Kate Kassab
Evgeny Obukhov
Ramiro Cardozo
Julia Dwyer
Brand Design Lead
Marketing Designer
Head of Design
Design Operations
COMPANY
Alchemy
ROLE
Brand Design Lead
TYPE
Fulltime (Onsite)
TIME/TENURE
3 years (2022 - 2025)
Maturing design at $10B crypto infrastructure startup
Maturing design at a $10B crypto infrastructure startup
Leading and executing across brand & systems
Branding
Design Systems
Illustration
3D
Alchemy
Overview
Alchemy powers 71% of top crypto apps. I joined to mature the visual identity, build systems, and lead creative execution.
Over three years, I operated as an independent contributor and strategic creative lead — growing the brand design practice from scattered one-offs into a cohesive, system-driven operation spanning identity, launches, campaigns, and web.
Alchemy
The Challenge
Alchemy had no cohesive brand narrative, no design system, and visual inconsistencies across its rapidly expanding product suite. The company also needed to mature its identity to credibly serve financial institutions.
The 3D renders I made above feel like they belong to different companies instead of product verticals. Without a shared design language, everything was a one-off. Design and marketing moved slowly and the visual identity felt fragmented.
I built a design system 0→1, established "The Alchemical Table" as our product narrative, led key launches like Account Kit and Rollups, designed developer tools, and migrated the site to a headless CMS.
Alchemy
The Solution
Brand Strategy Design Systems Web Migration Motion & 3D
The Alchemical Table tells a complete story in which our developers weren't just blockchain developers - but Alchemists in the literal sense - transmuting our APIs to create blockchain magic (apps).
Alchemy
Performance Results
The systems and creative work produced measurable results in both velocity and quality, thereby transforming how our teams designed, built, and shipped.
Faster dev cycles
Via design system adoption
Faster site load times
After migration to headless CMS
Website powered
By the design system by Q2
The Alchemical Table narrative gave product discovery new momentum. and our design system helped both marketing and product teams ship considerably faster.
Alchemy
Final thoughts
Working at Alchemy taught me that the most lasting design work comes from building systems and stories that outlive you. We built a foundation that empowered teammates to move faster, design better, and tell a more compelling story to the builders launching on-chain apps.
Kate has been more than a designer; she's been a force of creativity, collaboration, and inspiration. Whether shaping our brand, being a key member of the design team, pushing boundaries, or solving the trickiest design challenges, she's left a mark that will be felt for years to come.
Ramiro Cardozo
Head of Design
Kate is one of the most intuitive and creative designers I have ever worked with. She consistently takes in hard, technical, abstract topics and turns them around into elegant designs that our customers love. She goes above and beyond in not just generating designs, but suggesting new ideas that have always turned around rave reviews.
Noam Hurwitz
Head of Engineering
Alchemy
Kate Kassab
Evgeny Obukhov
Ramiro Cardozo
Julia Dwyer
Brand Design Lead
Marketing Designer
Head of Design
Design Operations
Maturing design at a $10B crypto infrastructure startup
Leading and executing across brand & systems
Branding
Design Systems
Illustration
3D
Maturing design at a $10B crypto infrastructure startup
Leading and executing across brand & systems
Branding
Design Systems
Illustration
3D
COMPANY
Alchemy
ROLE
Brand Design Lead
TYPE
Fulltime (Onsite)
TIME/TENURE
3 years (2022 - 2025)
Alchemy
Overview
Alchemy powers 71% of top crypto apps. I joined to mature the visual identity, build systems, and lead creative execution.
Over three years, I operated as an independent contributor and strategic creative lead — growing the brand design practice from scattered one-offs into a cohesive, system-driven operation spanning identity, launches, campaigns, and web.
Alchemy
The Challenge
Alchemy had no cohesive brand narrative, no design system, and visual inconsistencies across its rapidly expanding product suite. The company also needed to mature its identity to credibly serve financial institutions.
The 3D renders I made above feel like they belong to different companies instead of product verticals. Without a shared design language, everything was a one-off. Design and marketing moved slowly and the visual identity felt fragmented.
Alchemy
The Solution
I built a design system 0→1, established "The Alchemical Table" as our product narrative, led key launches like Account Kit and Rollups, designed developer tools, and migrated the site to a headless CMS.
Brand Strategy Design Systems Web Migration Motion & 3D
The Alchemical Table tells a complete story in which our developers weren't just blockchain developers - but Alchemists in the literal sense - transmuting our APIs to create blockchain magic (apps).
Alchemy
Performance Results
The systems and creative work produced measurable results in both velocity and quality, thereby transforming how our teams designed, built, and shipped.
Faster dev cycles
Via design system adoption
Faster site load times
After migration to headless CMS
Website powered
By the design system by Q2
The Alchemical Table narrative gave product discovery new momentum. and our design system helped both marketing and product teams ship considerably faster.
Alchemy
Final thoughts
Working at Alchemy taught me that the most lasting design work comes from building systems and stories that outlive you. We built a foundation that empowered teammates to move faster, design better, and tell a more compelling story to the builders launching on-chain apps.
Kate has been more than a designer; she's been a force of creativity, collaboration, and inspiration. Whether shaping our brand, being a key member of the design team, pushing boundaries, or solving the trickiest design challenges, she's left a mark that will be felt for years to come.
Ramiro Cardozo
Head of Design
Kate is one of the most intuitive and creative designers I have ever worked with. She consistently takes in hard, technical, abstract topics and turns them around into elegant designs that our customers love. She goes above and beyond in not just generating designs, but suggesting new ideas that have always turned around rave reviews.
Noam Hurwitz
Head of Engineering
Alchemy
Kate Kassab
Evgeny Obukhov
Ramiro Cardozo
Julia Dwyer
Brand Design Lead
Marketing Designer
Head of Design
Design Operations