Racino Case Study

🏁 Project Summary

A Web3-native racing platform blending real-time competition with collectible game mechanics. I joined at inception to lead the product and brand design through beta and final launch — crafting a cohesive user experience across web, mobile, and marketing touchpoints.

🎨 My Role

As Principal Product Designer & Brand Strategist, I led design across:

- UX/UI for web and mobile
- Design systems for scalability
- Visual identity and branding
- Marketing site and campaign creative
- Beta and public launch strategy

🚧 The Challenge
To build a platform that combined complex racing mechanics, real-time ticketing, asset ownership, and status-based progression — while making it feel intuitive, polished, and fun for both Web2 and Web3 audiences.

🔍 Process
Strategy & Discovery

Defined audience segments across collectors, racers, and speculators

Co-created product roadmap with founders and engineers

Mapped game loops and user flows with friction points and milestones.

UX & System Design

Designed a modular layout for race tickets, garage, inventory, and leaderboards

Created systems for rarity, levels, and XP progression

Built fully responsive Web2/Web3-ready components (connect wallets, mint assets, redeem prizes)

Visual Design & Branding

Developed a bold identity inspired by classic racing, crypto culture, and modern editorial

Designed a visual language across tokens, modals, navigation, and overlays

Built an icon set, color system, and animation rules for cohesion

Marketing & Launch Support

Designed the marketing site and campaign materials (pre-launch, beta, open mint)

Created art direction and templates for partner activations, race reveals, and social drops

Provided live support and updates through key launches and community events

🚀 Outcomes

Platform went from concept to beta launch in 6 months, followed by a full public release

Created a unified design system for Web2/Web3 desktop and native mobile

Built brand assets used across content, community, and investor decks

Platform gained thousands of early users and wallet connections during its live season

💬 Reflections

This project was a full-spectrum design experience: platform, brand, and marketing — from whiteboard to live product. It taught me how to shape systems that scale, while maintaining personality, energy, and emotional clarity in every touchpoint.

While the platform is on indefinite pause, I’m proud of what we shipped — and still support the team on occasion where needed.