2024 — present · Head of Design
NEOMAAA
An international fintech and prop-trading ecosystem. I turned up when design didn’t exist as a function and built the whole of it, from the visual language to the product interfaces to the team.
What it is
Several directions under one name: prop trading with challenges, a brokerage, crypto products, futures, an education platform, media and offline events.
The company was still taking shape: no visual system, no product architecture, no design team. Requirements came in spoken and changed on the way.
- 8people on the team
- 100k+ecosystem users
- 83countries covered
- 23.3kYouTube subscribers
- 25kInstagram followers at the peak
- 2000+creative assets per year
What I did
- Set the brand’s visual language and rebuilt it every time the business turned: the ecosystem went through several rebrands while I was there.
- Designed UX/UI across every direction: sites and landings, dashboards for traders and affiliates, internal tools, the education platform, individual product pages.
- Pulled unstructured briefs apart: calls with the founder and the copywriters, breaking the work down, sorting out the section structure, and only then drawing anything.
- Built the team and grew it: reviews, handing out the work, getting junior and mid-level designers to the point where they work on their own.
- Put content production on a conveyor: social, decks, YouTube and podcast assets, event design across Latin America.
Ecosystem
Nine directions in five groups
Trading products
The prop firm itself, and the base of the ecosystem: challenges, the trader dashboard, payouts.
Futures trading: a separate landing page with its own visual language.
Crypto trading: its own line of pages and its own colour.
Education
The education strand, with a site and courses of its own. It started life as a separate project.
The media side: videos on YouTube. The channel later turned into Trader’s Hub.
Academy and Talk folded into one product, with its own site and podcasts. 23.3k subscribers.
Brokerage
Events
Events across Latin America: the stage, the venue, the handouts, the merch.
Charity
A social initiative sitting inside the communication layer.
Website
The main product
The prop firm itself, and the base of the whole ecosystem. Everything else grew up around it: the brokerage, the education arm, media, events. Which is why this 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 never just one dashboard. A client one, an affiliate one, and a version that tried to be both, with the line between them drawn and rubbed out again and again.
Two different people live in there and they want opposite things: the trader buys a challenge, trades and withdraws, the affiliate brings people in on a link and counts commission.
SMM and creatives
Creatives, carousels, sales reports and currency pair rundowns, layouts for promotions and holidays done like club flyers.
There were templates, just not the kind where you swap the picture and the text and ship it. Every one took real work, or the feed would have flattened into the same layout in different colours.
Merch
Put together as collections around a season or an event, and taken all the way through production.
Apparel, giveaways, packaging, handouts for events. There’s more of it than one row of frames can hold, so it lives on a page of its own.
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.
Sometimes marketing was the client, sometimes management was, and the format moved with them.
NEOMAAA Futures
Futures
The futures challenge strand: its own site and its own visual language. The rules and the arithmetic are shared with the main product, everything you can see was built again.
A separate entrance into a shared product. The page stands on its own, while the challenge is bought on the main site: the storefront is its own, the mechanics are shared.
NEOMAAA Crypto
Crypto products
The crypto challenge strand is 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 a site and courses of its own. It started as a separate product with its own palette: blue, so nobody would confuse learning with the prop firm.
The teaching deck came out of here too. Four hundred slides built for one lecturer, 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 schedule.
Forty videos, a hundred thousand views, thirty guests by the time the channel became 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 folded into one product: it got a site of its own, and the Talk channel was renamed and kept on 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 back when it was still called Talk.
NEOMAAA Broker
The brokerage
The prop firm was launching a regulated broker of its own: a step out of prop trading into a financial product that plays by its own rules.
The brief said what the site should have and said nothing about how any of it is calculated. Where the data comes from, how the conditions work, what belongs on an instrument page: I worked all of that out myself, off the competitors and out of conversations with traders.
Trader’s Day
Trader’s Day
Offline meet-ups for traders in Latin America. Six or seven speakers took the stage in every city, and I rebuilt each of their decks from scratch.
Every visible part was mine: the poster, a mascot for each event, the speakers’ decks, merch, and the on-site collateral.
Warm Hearts
A social initiative
A strand of its own inside the ecosystem, and nothing to do with trading. The company went round animal shelters, and not once for the sake of a report.
My part in it was simple: the merch. T-shirts, hoodies, bedding, bowls, feed bags. Nothing complicated in form, but all of it speaking the same language as the rest of the ecosystem, or the trip would look like somebody else’s story.
