Overview
Approach
Set a brand strategy the team could execute themselves in daily communications
Built it to sit alongside partner protocols in collaborations
Refreshed the trading UI twice as the product moved from options to spot and perps
Kept iterating the UX across the engagement, including hierarchy, type and action clarity on high-stakes screens
Stepped back when they hired in-house, which was the healthy end of the subscription
The Call
A competent studio would lock one trading UI and wait for the product to settle before redesigning again.
That was wrong here. Zeta was changing what it sold, from options into spot and perps. Holding one interface would have meant shipping a look built for yesterday's product into tomorrow's order book.
We refreshed the trading UI twice as the product moved, and held the brand stable enough that the team could still run daily communications and partner collabs without starting over each time.
The cost is more design cycles and a harder story to tell in a portfolio. Two refreshes look less "finished" than one definitive ship, even when that's what the product needed.
