Eliot Robert | Creative Director & Digital Designer

January 1, 2023

Retreeb Design System

Retreeb is a Web3 payment startup with a mission to align ethical values with a clear and impactful brand identity. When I joined, the visual system existed but lacked structure and consistency. My goal was to establish a global creative direction — unifying product, print, social media, and merchandising into one coherent design ecosystem.

Year

2022 - 2023

Client

Retreeb

Art Direction & Product Design

Product Duration

1 year

Foundation — Designing a Coherent Ecosystem

Starting from an existing but fragmented brand identity, my first step was to conduct a visual audit and define clear foundations for consistency across every channel. The goal: create a scalable, unified design system linking product, brand, and communication.

Direction — Brand, Product & Visual Consistency

I led the artistic direction across all teams — marketing, communication, and product — managing everything from the web and mobile interfaces to print campaigns and social media content. This included refining the color palette, typography, and brand rules to ensure visual harmony.

Creation — System, Product & Merchandising

I built a complete design system in Figma for both web and mobile, enabling teams to collaborate faster and maintain design integrity. I also created print assets, events visuals, and branded merchandise — from banners and flyers to cycling saddles, pins, and clothing.

Collaboration — Cross-Team Alignment & Process Design

Working closely with the Product Manager and developers, I implemented UX/UI workflows and guidelines. Internally, I trained the social media manager on Figma, set up cross-team templates in Notion, and developed a quarterly visual audit with KPIs to monitor brand consistency.