The startup Lucky Crypto Cats offers online cryptocurrency courses specifically tailored for women. The goal of the project was to develop a strong and expressive visual identity that clearly communicates the brand values and directly appeals to the female target audience.

For this purpose, I conceptualized, designed, and finalized an illustrative branding system in the form of a modular logo system. In addition, a comprehensive brand sheet was created to ensure consistent use of the logo variations across future brand appearances.

For Lucky Crypto Cats’ social media presence, I developed design templates in Canva — including a customized social media guide. This ensures that all design elements are applied correctly, maintaining a consistent and recognizable brand image across all platforms.

Since the name Lucky Crypto Cats was already established, I chose to illustrate the Maneki Neko — one of the most well-known symbols of good luck in Japanese culture — as the central image element of the wordmark. The cat icon holds a large coin (Koban) featuring a Bitcoin symbol, linking the design to the world of cryptocurrencies. This icon was designed to feel feminine and playful, appealing to the target audience. Small sparkles accompany the motif, enhancing the sense of luck and financial success, while also forming a playful visual bridge to the distinctive, custom-developed wordmark.

To ensure a consistent brand experience, I developed a flexible logo system with various versions. Each version is available in the primary color combinations as well as in positive and negative versions. Furthermore, the logos can be used in additional defined brand color pairings. A clearly defined safety zone ensures that the logo always has sufficient space to achieve optimal impact.

The logo system includes four variations:

• Primary logo – for preferred use
• Secondary logo – for smaller formats or limited space
• Submark logo – ideal for use on social media, e.g., as a profile picture
• Favicon logo – for very small-scale applications, e.g., browser tabs

For particularly narrow applications, a one-line wordmark as well as an initials version are also available.

The color palette:
The goal was to convey values such as competence, trust, approachability, and empowerment through color:

The shades of blue stand for trust, competence, and security. They communicate professionalism in the financial/crypto sector and create a modern, professional feel.

The pink and orange tones radiate warmth, approachability, and friendliness. They create an inviting, non-intimidating atmosphere that appeals to a female audience without falling into clichés.

The wordmark was developed in both a positive version (dark logo on a light background) and a negative version (light logo on a dark background).

For the negative version, the cat icon received an outline to ensure clear separation from the background. Additionally, letter spacing, word spacing, the positioning of the sparkles, and the distance between icon and wordmark were carefully adjusted and slightly increased.

This results in a harmonious, balanced appearance across both color versions, despite the different color environments:
The coral red adds energy and confidence and serves as an ideal accent color for highlights and call-to-actions.

When selecting the color combinations, I placed special emphasis on strong contrasts and a balanced mix of professionalism and freshness.

Thus, the color concept also contributes to creating a modern, approachable branding — ideal for a women-oriented crypto course startup.

Social Media Guide:
To ensure a consistent visual brand experience on social media, a design system with five different layouts, each in multiple color variants, was developed. The layouts are designed to alternate wherever possible.

The Lucky Crypto Cats package includes:

Development of the wordmark logo concept
Development of the typography and color concept
Development of the social media presence
Creation of logo variants
Preparation of a brand sheet
Delivery of final production files