Kaleido
June 2019 - May 2021
It began with an internship
During the summer and fall before my graduation from North Carolina State University’s College of Design, I had the opportunity to intern at Kaleido.io. I joined as the second designer in the year-old blockchain technology startup, and took part in designing for the marketing team.
My internship was extended into a full-time position as Associate Graphic Designer. I spent a little under two years total with the company, working primarily in marketing design. My duties included creating graphics for social media platforms, as well as web design.
The Kaleido Brand
Because of Kaleido’s start-up status in 2019, the brand guidelines were undefined. I worked closely with the marketing team and the founders to define the company’s personality, history, and values. I also surveyed the team to better understand the vision that members had for the brand and to discover what needed improvement. This input allowed me to come up with a preliminary guideline booklet that embodies the spirit of the company.
Though not fully complete, it is certainly a start which the company can use as a foundation for a memorable brand in the future. It also provides structure for newly hired team members to create cohesive designs.
The Kaleido Case Studies
The case studies outline the company’s involvement in blockchain solutions for various industries and partners. I designed five full case studies in my time at Kaleido, along with twelve separate short-form case studies. They were designed for web use, but are capable of being used in print.
Greenfence Case Study
This case study was designed in Canva and is available for download at kaleido.io.
Komgo Case Study
This case study was designed in Canva and is available for download at kaleido.io.
The Kaleido Website
The company’s first iteration of a website was created in Wordpress before my arrival. It was a pain point for the company because of its use of custom coding and other tools which made it difficult to make effecient changes.
We switched to Webflow at the end of 2019 and had a first iteration of that website available by March 2020. The images below represent the second iteration, created in 2021, which evolved dramatically due to a deeper understanding of the web builder and a more refined brand.
The Kaleido ‘Marketectures’
Because blockchain is a relatively new technology, one of the pain points for audiences is understanding the way it works. I collaborated closely with the software engineers on the team to visualize and illustrate the complexities of the tech in what we called, ‘marketectures.’ During my time at the company, I created over twenty marketectures using Adobe Illustrator and Sketch.
The Kaleido Social Presence
The images below represent some of the work designed for Kaleido’s YouTube channel, Facebook, LinkedIn, and Twitter pages. The first gallery is a representation of the social media images created in Adobe Illustrator during my internship, prior to the refining the brand. The second gallery represents the YouTube thumbnails, of which I designed over thirty using Canva. The third gallery represents social media images created after refining the brand, also using Canva.
