- Role
- Creative Director
- Company
- Morph
- Timeline
- Sep 2024 – Sep 2026
- Platforms
- Web, Social, Onchain
- Team
- Multi-disciplinary team of creatives and freelancers
- Tools
- Figma, Cursor, Blender, Illustrator, Photoshop, AI tools
The brief
Morph was building a global payments platform, but there was no established brand identity when I joined. The challenge was to create one from the ground up, building a recognisable visual language that could scale across products, campaigns, partnerships, social and international events.
As the company grew, so did the creative demands. The brand needed to remain consistent while moving at the speed of a fast-growing crypto business.
The workFilms, motion, content and merch. One look across all of it.
Brand identity
The redesign. Logo, colour and type, for one company across every surface.
Brand in practice
Art direction for the brand out in the world. Cities, offices, cards, stations and social.
AI systemsA brand-trained model, in Figma.
For the Morph Black card, I built an AI system that makes on-brand social posts inside Figma.
- A LoRA trained on four datasets of approved brand assets, running on Flux 2 through fal.ai.
- A Figma plugin: pick a template, write a prompt, generate.
- Named slots for background, image, logo, copy and legal, across five social sizes.
- A creative QA agent checked every post. By the end, it ran Morph's whole social pipeline.
Video & Motion
Campaign films, dynamic motion graphics and product explainer videos for social.
Launches and community
Listings, partners and the people around Morph. Characters, social and the things people wear.
My partCreative lead, from the logo to the booth.
- Creative direction across all brand and product visuals
- The full brand redesign. Logo, colour and identity
- Presenting ideas and brand updates to the C-suite
- Design and build of onchain games for the community
- Design and launch of the Morph meme generator
- An AI production system, with a creative director agent that checked taste and design before anything went public. By the time I left, Morph’s whole content pipeline ran on it
- Social content, motion graphics and event graphics
- Merch, apparel and physical branding
- The EthCC Cannes booth and its full asset set
- Event design for Token2049 Dubai and Money20/20 Asia
- One standard across every global campaign
Impact
My work
Was 3–5 days
24h
Campaign production turnaround
AI production workflow, adopted by three team members.
My work
0 to 1
Brand identity, built from scratch
My work
200+
Unique creative assets delivered
Outcome
15M+
Campaign impressions on X in 2026
Outcome
200K to 700K
X followers during my tenure
Outcome
5,000+
Morph Payments launch sign-ups