Redesigning a Web3 Startup’s Website
Purpose for Profit: Driving ESG Impact with Blockchain Innovation
Purpose for Profit is the world’s first on-chain endowment and tokenized credit fund, dedicated to Environmental, Social, and Governance (ESG) initiatives. By providing low-interest loans to businesses focused on sustainable communities and affordable housing, Purpose for Profit uses blockchain technology to drive lasting economic change and foster a more equitable, greener world.
The Challenge: Redesigning a Web3 Startup’s Website for Trust and Impact
Purpose for Profit’s original website was visually overwhelming, with imagry and a colour-pallate that didn’t align with the brand’s values or establish the credibility and trust essential to their mission of using blockchain to tackle issues like affordable housing and ESG initiatives.
The Solution: A Polished, trust-building website aligned with Purpose for Profit’s mission
Tasked with a 20-hour timeframe, we focused on creating a website redesign that would amplify the organization’s values, support marketing efforts, and improve investor readiness. The result? A polished, impactful website that effectively showcases the power of blockchain in advancing ESG initiatives.
Project Kickoff: Aligning Strategy and Vision
In collaboration with Purpose for Profit, we focused on understanding their core values and aligning the design with their goals. The goal was to refine the website to build trust, showcase blockchain-driven ESG initiatives, and simplify the user experience.
The project began with a detailed page-by-page audit and a thorough brand discussion, ensuring the website would be simple yet impactful—representing both the non-profit and blockchain-finance aesthetics. By using design principles inspired by traditional finance, we ensured that the site avoided common "crypto" visual elements, while still highlighting the technological innovation behind the mission.
Design Strategy: Simplifying for Maximum Impact
Our design strategy was built around key principles:
- Refining the Color Palette: The original magenta was updated to a deeper violet, merging trust (blue) and innovation (purple) to reflect Purpose for Profit’s mission. This modern colour scheme balanced cool blues, whites, and black text for readability.
- Relevant, Authentic Imagery: We replaced visuals that didn’t align with the mission, curating photography that truly reflected the project’s values and focus on affordable housing and sustainability.
- Streamlined Visual Design: Overwhelming design elements like gradients and wave patterns were removed, replaced by subtle dot grids referencing finance and blockchain for a clean, modern look.
- Typography: We retained the Inter font for its modern, accessible feel and to reinforce the website’s professional yet approachable aesthetic.
- Information Architecture: Simplified navigation, renaming “Community” to “News” for better clarity, and added intuitive navigation to make key content easier to find.
- Refined Copy & CTAs: We worked closely with the client to refine messaging that supported the organization's mission, ensuring clear calls-to-action like “Learn More,” “Join Our Community,” and “Donate Now” for easy user engagement.
Impact & Results: Building Credibility for Blockchain-Driven ESG Initiatives
Within just 20 hours, we successfully transformed Purpose for Profit’s website into a cohesive, polished platform that reflects their mission. This strategic redesign enabled the organization to effectively:
- Enhance Trust and Credibility: The refined design establishes confidence with users, potential investors, and donors, reinforcing Purpose for Profit’s values.
- Support Marketing Efforts: With a clear, actionable design, the website is better equipped to support marketing initiatives and provide essential information.
- Prepare for Future Growth: The improved website serves as a solid foundation for future investor outreach and engagement with users interested in blockchain-driven ESG solutions.
Conclusion
The Purpose for Profit website redesign highlights how strategic design and rapid iteration can deliver impactful results—even within tight timelines. With a focus on trust-building, thoughtful refinement, and aligning visuals with Purpose for Profit’s blockchain-driven mission for affordable and sustainable housing, this project demonstrates how intentional Web3 design can empower startups to launch, scale, and foster meaningful engagement—accelerating positive impact.
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