A 360° Campaign That Converted

As Abra’s first and only designer, I built the brand from zero and led a fully integrated 360° marketing campaign to launch a new product and engage both retail and institutional audiences — driving awareness, adoption, and engagement while establishing a cohesive, premium brand identity.

The campaign spanned digital, social, experiential, and promotional formats, and the challenge was to deliver a cohesive, visually striking experience that simplified complex crypto concepts for diverse audiences while driving measurable results. I developed the overarching creative concept that translated Abra’s brand voice into one narrative across every channel, then designed and produced it end to end — banner ads, paid and organic social, emails, landing pages, promo videos, motion graphics, and a branded swag kit — collaborating with marketing, product, and external vendors, and iterating each asset against performance and engagement metrics.