When serially successful CEO Adam Zbar called me  to see if I was interested in helping him get a new company off the ground. It was early Covid days, and the future looked bleak.

What followed was an intense series of shifts and pivots that followed a tumultuous time in finance. Watching Adam Ju-Jitsu his way through it to emerge with an A round of funding was awe-inspiring.

The initial offering was to be as a payment solution for medium to large size businesses doing business between the US, Europe and China.

• Helped create a brand strategy and established visual identity including logo, fonts, colors, and design system
• Conducted international generative product research across multiple languages: identified patterns of behavior and opportunities, created target personas
• Turned these findings into a payment system product UX
• Pivoted to a blockchain tokenization product UX
• Along the way, countless projects, product pitches, prototypes, trade show graphics, investment presentations…