cointracker
Crypto tax and portfolio tracking platform—creating cohesive brand assets across campaigns, social, email, and in-product banners during peak tax season.
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job role
CoinTracker, a leading crypto tax and portfolio tracking platform, faced its busiest time of year—tax season—needing a consistent and compelling brand presence across channels to build trust, boost engagement, and drive user action amid rising competition and crypto skepticism.
impact
I developed a suite of visually unified, brand-aligned assets for CoinTracker’s marketing campaigns, social media, email flows, and in-product touchpoints. Collaborating closely with internal stakeholders and an external agency, I ensured every design upheld the brand’s clarity and credibility while adapting quickly to performance feedback and real-time campaign needs—enhancing user experience and reinforcing trust during a high-stakes season.
As CoinTracker entered its busiest and most revenue-critical season—tax time—the need for a sharp, differentiated brand presence became essential. The crypto landscape can be intimidating and complex, especially for users new to digital assets. Our challenge was to translate CoinTracker’s value into a visual experience that felt clear, credible, and even aspirational.
I was brought in to lead the visual execution of marketing and product landing pages during the 2025 tax season, contributing to the company’s largest creative campaign to date: “Free Yourself.” Spearheaded by acclaimed director Angela Kohler, the campaign elevated the brand’s storytelling with cinematic visuals and a liberating tone rarely seen in fintech. Coverage from outlets such as Reel360, LBBOnline, and Ads of the World helped amplify this effort to a broader creative and tech audience.
In this context, I designed persona-specific marketing pages that balanced UX clarity with brand expression. These pages had to communicate complex product benefits in seconds while remaining optimized for mobile and conversion. I leveraged principles of hierarchy, responsive design, and behavioral UX to guide layout and interaction design. Working closely with the Head of Marketing, Social, and Lifecycle teams—as well as our external agency—I also ensured consistency across assets ranging from paid media to in-product banners.
This project underscored the impact of thoughtful, strategic design during a business-critical moment. By aligning visual design with CoinTracker’s core mission—making crypto tax filing simple and stress-free—we helped shape a campaign that not only drove engagement but also reinforced the brand’s credibility with both new and returning users. The “Free Yourself” campaign elevated CoinTracker’s perception from a utility tool to a lifestyle product, and our design work was central in delivering that transformation across digital touchpoints.
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A behind-the-scenes look at the CoinTracker homepage I designed within the Figma interface. This view showcases my design process—from layout structure to component styling—highlighting how I translated brand guidelines into a cohesive, user-focused landing experience optimized for conversion.
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Screenshots from the flagship “Free Yourself” campaign page, which I helped bring to life during CoinTracker’s peak tax season. This page served as the primary storytelling hub, combining cinematic visuals, clear value messaging, and persona-driven layout decisions to create an emotional and credible experience.
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A detailed view of the Full Service page, designed to communicate CoinTracker’s white-glove crypto tax filing offering. The page balances trust-building content with structured UX patterns, enabling users to easily understand and act on a high-value product in a sensitive financial context.
see also
