ETHicalle
ETHicalle is a mission-driven Web3 platform that transforms diversity and inclusion efforts into verifiable, blockchain-based certifications. This project reflects my approach to product thinking and human-centered design: crafting a clean, inclusive UX, defining scalable badge logic, and aligning visual identity with real social impact. It merges thoughtful branding with purposeful functionality to drive both trust and action.
Details
Web designer
Logo designer
Web Design
Brand identity
Industry:
Crypto & ETH
Technology
May 2025
Overview
Ethicalle is a clean, inclusive platform that helps organizations certify their commitment to diversity and inclusion through blockchain-based badges. The goal was to create something trustworthy, intuitive, and visually balanced making it easy for users to explore, understand, and act on DEI initiatives.
I developed this project as volunteer work, to gain real-world experience in branding and product design. I worked on the brand identity, designed the logo, and created the landing page UI from scratch. I chose a soft, pastel color palette (lilac, mint, and sky blue) to reflect values like inclusion, empowerment, and clarity. The visual system is minimal and accessible, with flexible components designed to scale as the platform grows.
This project gave me the chance to practice product thinking, interface design, and storytelling with purpose, while collaborating with a mission-driven community in the Web3 space.
Key Features
Mission-Driven Visual Identity - Soft, inclusive color palette and modern typography reflect Ethicalle’s core values of diversity, equity, and transparency.
Modular Badge System - Three clearly differentiated badge types (Education, Consulting, Events) designed with scalable, component-based UI cards.
Logo Concept & Execution - Custom logo designed to express equality and Web3 values, with minimalist geometry for high adaptability across use cases.
User-Centered Landing Flow - The homepage guides users through brand, value, and action in a linear, conversion-friendly structure.
Custom Illustrations - Original cartoon-style characters designed to represent diverse women in tech, reinforcing the brand’s inclusivity message.
Conversion-Ready CTA Strategy - Primary and secondary buttons (“Get Your Badge” / “Join the Community”) placed consistently to support multiple user intents.
Community Integration Block - Dedicated space to promote the partnership with Cryptogirl, enhancing trust and supporting social credibility.
Event Section with Stats - Visual storytelling with numbers to validate impact and build transparency with potential partners or sponsors.
Mission
Ethicalle’s mission is to make diversity and inclusion easy to see and trust in the Web3 space.
The platform helps organizations show real commitment to equity through certified actions recorded on the blockchain.
To support this goal, I designed the brand identity, logo, and landing page, focusing on a clear and inclusive experience that encourages users to take action.
Challenges Faced
Translating values into visuals - Finding a way to visually express complex themes like inclusion, equity, and blockchain without using overused or clichéd symbols.
Designing an inclusive color palette - Balancing aesthetics and accessibility while using soft pastel tones that still offered strong contrast and emotional clarity.
Creating a scalable brand identity - Developing a logo and visual system that could work across digital platforms, blockchain applications, and print with equal impact.
Structuring the landing page for multiple user types - Designing a layout that speaks clearly to both companies and individuals, with a user flow that supports different goals.
Clarifying the three badge offers - Making sure each package (Education, Events, Consulting) had a distinct visual identity and value proposition, without overwhelming the page.
Staying consistent across visual elements - Matching illustrations, typography, iconography, and layout styles while keeping the brand personality cohesive.
Working independently as a volunteer - Practicing self-direction, decision-making, and prioritization while building a real-world concept without formal client feedback.
