Designing a premier crypto trading ecosystem

Aurox is a leading cryptocurrency trading terminal, market cap website, and issuer of the $URUS token powering an advanced lending and trading system.

Crypto. The bull’s way

Aurox is one of the most charismatic tech companies in the modern cryptocurrency space. Since launch in 2017, Aurox has released multiple breakthrough products including a free Trading Terminal, a Wallet with glassless swapping, a DeFi Protocol, own $URUS token, and countless small features that led to a current market cap of more than $2.2M in preparation to IPO.

The mission

Aurox reached out to us to help them refine their brand identity direction to make it applicable and consistent with every part of the ecosystem. Additionally, we have redesigned their main website, and created a visual language for the graphics.

The challenge

For a crypto company, reputation is everything. Aurox came in our sight as a brand with a defined identity and a user base that recognizing it. Our main task early on was to develop the existing direction, give it more prominence, and shine while maintaining the raw energy of the original metaphor. Later, it was about finding ways to apply this identity to the digital utility products and brisk marketing material.

The scope

Brand identity system redesign
UI/UX design of the market website
3D graphics for media and presentations
Motion design for promo reels

Identity system

The name “Aurox” comes from an extinct species of aurochs, considered to be the wild ancestor of modern bull. Aurochs featured prominent horns that became a staple of the Aurox original logo.

Experiments Application in digital

Experiments

We’ve maintained the logo in a slightly modified shape, added small details, and in some instances, rejuvenated the shape with bull’s eyes. The shape became iconic and gave us a ton of reference for various brand assets. For example, this crypto trader room from a collection of client-inspired cribs. This particular one was inspired by the Aurox Community Director Joe Blackburn’s room. This experiment has shown good viability of brand assets in a variety of different digital and physical settings.

Application in digital

Being a digital-first project, Aurox required a flexible design system that would span across multiple products and have the potential to scale fast and easy. We went with full dark mode and a grey-blue color scheme well established in the crypto and finance space. We also added a little more vibrancy by going with hard-surface abstract 3D shapes other than soft morphing textures and meshes that are sort of signature to the crypto assets. All of these gave us a lot to work with when redesigning the Aurox website and other digital products.

UI/UX design

The Aurox ecosystem consists of multiple professional-grade products, including the Trading Terminal – a complex technical trading knowledge and action platform. The Terminal represents a visual part of the Aurox value but there are purely internal ones as well, like the Aurox DeFi Protocol.

Inspiration Wireframes Home Terminal Protocol Design language

Inspiration

The crypto space is dominated by design-driven platforms that understand the importance of graphics and visual portion of brand information. A lot of value and reputation in crypto translates into the signature style of a platform.

Wireframes

We developed comprehensive wireframes to establish consistency between the pages of the website. These wireframes served as a visual functionality guide, detailing the features and function of each page. Thus, we ensured a cohesive and controlled design approach.

Home

The Aurox website homepage became a hub for everything the brand has to offer. You can find it all here: product shots, infographics, illustration, data, and copy.

Terminal

The Aurox flagship is the Trading Terminal. Its dedicated page was a pre-requisite, so our job was to design a consistent and exciting presentation of the present and future functionality of the terminal.

Protocol

The Protocol page highlights the benefits of an internal algorithm that allows individuals to securely trade and invest in crypto without institutional control or chain-specific limitations. The content of the page is abstract by choice because the value it highlights is more conceptual than tangible.

Design language

The Aurox digital experience consists of a variety of products that altogether contribute to the brand image. Below is the collection of different functional elements designed for various purposes and working together as one.

Wallet app concept

The Aurox wallet app made a huge breakthrough right after launch. The UX was crafted by the team under the guidance of the founders. Our priority was creating promo materials, AppStore screenshots and website explainers for the app.

Outcome

Aurox is a big name among cryptocurrency platforms and a brand that manages to deliver on multiple fronts, whether it’s a specialized crypto trading terminal, a wallet, a DeFi protocol, or just the knowledge that the Aurox founders happily share for free daily. It was an interesting journey for us to try to keep up with Aurox and help them produce the visual experience their customers deserve using our branding services.

Producer comment

The Aurox ecosystem and the brand itself is a mixture of bullish energy, freedom intrinsic to DeFi, and fun you won’t meet in a corporate project. Despite crypto businesses being prone to change, Aurox is really persistent as a brand and the customers feel it.
Moses Kim
Creative Producer