Overview

As Creative Director at Block Dojo, I led a global brand and product transformation to increase conversion, engagement, and realign the company’s digital presence with its evolving core values. The project spanned a complete brand refresh, product design, and the creation of a scalable design system.

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Scope of Work

• Delivered hands-on product, UX, and UI design, including creation, documentation, and management of a global design system.
• Directed a full brand identity redesign and rollout, collaborating with senior stakeholders and key teams to ensure strategic alignment and delivery.
• Led CRO strategy, UX reviews, and performance analysis to identify growth opportunities.
• Chaired cross-team meetings to shape the product roadmap, define feature priorities, and improve design consistency.
• Acted as brand guardian, ensuring every touchpoint reflected Block Dojo’s renewed mission and values.

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The Challenge

Block Dojo needed a complete brand and experience refresh to better express its values and improve product performance.
There was no global design strategy or brand toolkit, and a third-party application system was underperforming  driving low conversion and involving unnecessary costs.

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Outcome

The new design strategy delivered measurable improvements across multiple touchpoints:

• Bounce rate reduced by 21.3% within two weeks, bringing performance in line with top-performing B2B benchmarks.
• Engagement time increased by 28 seconds, reflecting improved user interest and navigation flow.
• 400% increase in applicant conversions following brand campaign and UX optimisations.
• Strong internal and external feedback praising the refreshed brand identity, design consistency, and enhanced product experience.
• Rebrand of event campaign improving event attendee conversion by 80%

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Block Dojo now operates with a clear global design framework that drives efficiency, elevates brand perception, and supports scalable growth.

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Creative campaign

• Creative campaign created leveraging AI image generation, AI 3D rendering and AI image to video rendering using prompts.

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Results

• A quicker more efficient delivery of high quality creative for Block Dojo's print, digital and experiential campaign.
• 45% increase in engagement clicks
• 126.7% increase in impressions
• 58% increase in conversion metrics

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