ReserveNew strategy,
new company,
new brand architecture

Reserve illustration: an engraved landscape of industry, cities and energy, cream on Reserve Blue

Overview

Reserve was building a stable currency on a decentralized protocol. Its payments app, RPay, had found product-market fit in Latin America, with about 1M users.

I led Product and Brand through RPay 2.0, and then through the split between the business and the protocol, each with its own identity.

Role: Global Head of Design
Scope: Brand, RPay, web
Company: Reserve
San Francisco
Period: 2022–2023

RPay 2.0 screens: activity, onboarding, waitlist, country of residence, order in progress, Envía dólares con Rpay and the amount keypad

RPay-era Reserve website: a giant R surrounded by bills, piggy banks and phones

RPay-era Reserve posters on a street wall

Strategy

The split

The strategy

Brand architecture
Company structure

Two businesses, two brands.

The new strategy split the business in two. Reserve would stay a protocol, built for the DeFi community. RPay became Best Friend Finance, a separate company that worked as an incubator for projects bringing financial access to the unbanked.

Reserve

The protocol. Infrastructure for asset-backed stable currencies, built for the DeFi community.

BFF

Best Friend Finance. An incubator for projects bringing financial access to the unbanked. Spearhead: Ugly Cash.

Protocol

Identity

A new visual identity for the protocol.

Identity piece: Currency should be naturally reliable

Manual page: RToken representation, size and color show quantity and asset class

Manual page: documentation graphics, revenue distribution to RToken holders

Reserve website on mobile and desktop: Stable currency, a human right

Reserve on X and Medium, with the illustration quilt as header

Best Friend Finance

Company
Consumer

A home for banking innovation.

Its mission: universal access to the six essential financial functions of money, wherever you were born. Its spearhead was Ugly Cash, which reused part of RPay’s infrastructure for its international accounts.