2024 — present · Head of Design
NEOMAAA
An international fintech and prop-trading ecosystem. I arrived when design did not exist as a function and built it whole: from the visual language to product interfaces and the team.
What it is
Several directions under one name: prop trading with challenges, brokerage, crypto products, futures, an education platform, media and offline events.
The company was still forming: no visual system, no product architecture, no design team. Requirements arrived verbally and changed on the way.
- 8designers on the team
- 100k+ecosystem users
- 83countries covered
- 23.3kYouTube subscribers
- 25kInstagram followers at the peak
- 2000+materials and creatives in a year
What I did
- Set the brand’s visual language and rebuilt it as the business turned: the ecosystem went through several rebrands in that time.
- Designed UX/UI across every direction: sites and landings, trader and affiliate dashboards, internal tools, the education platform, individual product pages.
- Took apart unstructured briefs: calls with the founder and copywriters, decomposition, section structure, and only then the layouts.
- Built and grew the team: reviews, task allocation, taking junior and middle designers to independent work.
- Turned content production into a pipeline: social, decks, YouTube and podcast assets, event design across Latin America.
Ecosystem
Nine directions in five groups
Trading products
The prop firm and the base of the ecosystem: challenges, the trader dashboard, payouts.
A funnel landing page. Purple, the one that came from a cafe table.
The second branch of the funnel, with its own colour and creatives.
Education
The education strand: its own site and courses. It started as a separate project.
The media side: videos on YouTube. The channel later became Trader’s Hub.
Academy and Talk merged into one product: its own site and podcasts, 23.3k subscribers.
Brokerage
Events
Events across Latin America: stage, venue, handouts, merchandise.
Charity
A social initiative inside the communication layer.
Website
The main product
The prop firm itself, and the base of the whole ecosystem. Everything else grew around it: brokerage, education, media, events. That is why the longread starts here.
The site is the first place a trader hears about the company at all. From here they go to a challenge, to the dashboard and to the payout terms, and here they decide whether to put money in.
Client dashboards
There was more than one dashboard. A client one, an affiliate one, and a version that was both at once, and the line between them kept being drawn and erased.
Two different people live inside, with opposite jobs: the trader buys a challenge, trades and withdraws, the affiliate brings people in through a link and counts commission.
SMM and creatives
Creatives, carousels, reporting formats for sales and for currency pairs, layouts for promotions and holidays in the style of club posters.
There were templates, but not the kind where you swap the picture and the text and ship it. Every time it was painstaking work, so the feed would not turn into coloured mush.
Merch
Put together as collections for seasons and events, and taken all the way to production.
Apparel, giveaways, packaging, handouts for events. It added up to more than one row of frames can hold, so it lives on its own page.
Presentations
Event decks, built for a stage and a room, and general ones: announcement calls, material for sales and affiliates, an introduction to the CEO and the team.
The client was sometimes marketing, sometimes management, and the format moved with them.
NEOMAAA Futures
Futures
A separate branch of the funnel with its own site and its own colour. The rules and the arithmetic are shared with the main product, everything you can see was built again.
The colour of the branch came off a café table. The client sent a photo of a table in Dubai and asked for a site in that colour. That is how the branch got the mark it is still recognised by.
NEOMAAA Crypto
Crypto products
The second branch, built the same way as the futures one and set apart by colour: gold instead of purple.
One mechanic, two languages. Crypto ads live in their own channels and speak their own way, futures ads in others. The colour holds the thread from the first ad to the payment, and it costs exactly one repaint.
Education
Academy
The education strand, with its own site and its own courses. It began as a separate product with a palette of its own: blue, so that learning would not be mistaken for the prop firm.
The teaching deck came from here too. Four hundred slides built for a single lecturer: not a set of templates but the material he runs a class from, start to finish.
NEOMAAA Talk
The media arm of the ecosystem: videos on YouTube, breakdowns and conversations about trading. A product in its own right, with its own artwork and its own release rhythm.
Forty videos, a hundred thousand views, thirty guests by the time the channel was rebuilt into Trader’s Hub. After that Talk stopped existing on its own.
Trader’s Hub
This is where Academy and Talk came together. The two strands were merged into one product: it got a site of its own, and the Talk channel was renamed and kept for podcasts.
These are the 23.3 thousand subscribers from the figures at the top of the page: they belong to the Hub, even though the channel started growing while it was still called Talk.
NEOMAAA Broker
The brokerage
The prop firm was launching its own regulated broker. A move out of prop trading into a financial product with rules of its own.
The document said what the site should have and stayed silent on how it is calculated. Where the data comes from, how the conditions work, what belongs on an instrument page: I worked that out myself, from competitors and from talking to traders.
Trader’s Day
Trader’s Day
Offline meet-ups for traders in Latin America. Speakers on stage, stands and handouts in the room.
A full cycle. The poster, a mascot for each event, the speakers’ decks, merch, and the on-site collateral.
Warm Hearts
A social initiative
A separate strand inside the ecosystem, and not about trading. The company travelled around animal shelters, and it was not a one-off for the report.
My part here was simple: the merch. T-shirts, hoodies, bedding, bowls, feed bags. Nothing complex in form, but all in the same language as the rest of the ecosystem, otherwise the trip would look like somebody else's story.
