EDITORIAL
Bloomridge Asset Management
Perspectives: a market where honesty is the asset, and attention, not money, sets the price.
Role
Graphic Designer
Timeline
10 weeks
Team
1 designer
TOOLS
Adobe Indesign, Illustrator
DFrame by Frame is a conceptual editorial website designed for film enthusiasts to explore cinema through its smallest visual unit: the frame. Inspired by a film class, the project began as a way to study how individual stills carry mood, genre, color, composition, costume, production design, and narrative atmosphere.
The platform imagines a curated visual archive where users can search and discover film frames by color, genre, visual theme, director, era, or cinematic mood. Rather than treating films only as stories, Frame by Frame looks at them as designed worlds, where every scene becomes a reference for lighting, styling, interiors, costume, and visual culture.
The identity combines bold cinematic typography with editorial pacing, creating a system that feels part film journal, part visual index, and part design archive. Large-scale titles, dramatic stills, grid-based layouts, and refined serif details give the platform a magazine-like presence while keeping the focus on the imagery itself.
Problem & Hypothesis
Reflection
What worked
↑ Cultural grounding created differentiation
Anchoring the brand in Lakshmi wasn't cosmetic; it gave every design decision a filter. When in doubt: does this feel like abundance or scarcity? That question shaped copy, color, and UX flow.
↑ Interviews surfaced the real insight
The blockchain-as-invisible finding wasn't in my initial hypothesis. It came entirely from listening. That reframe, from "educate users about blockchain" to "make blockchain outcomes visible, not the mechanism", changed the entire onboarding design.
↑ Direct research → feature mapping
Forcing every feature to trace back to a named user pain kept scope tight and made design rationale easy to articulate.
What I'd change
→ Deeper technical feasibility research
The cross-platform OAuth integration is directionally sound but would require significant legal and partnership work in reality. I'd pressure-test the API layer earlier in a longer engagement.
→ More diverse participant pool
My 6 interviewees skewed young and NYC-based. Remittance use cases, older demographics, and underbanked users would have introduced important edge cases and opened up a larger addressable market.
→ Usability testing at lower fidelity
I moved to hi-fi too quickly. Earlier lo-fi testing would have caught the information architecture issues I spotted in iteration — saving design time.
If this shipped
Phase 2: Smart Rules
Expand smart contract capabilities to include recurring bills, bill splitting with automatic pro-rata calculation, and threshold-based transfers (pay when balance drops below X).
If this shipped
Phase 3: Groups
Multi-person payment groups with shared ledgers and split history, turning Mesh into the coordination layer for households, roommates, and recurring social expenses.
Long-term
Institutional Rail
Extend the interoperability layer to small business payroll and contractor payments; the same fragmentation problem exists at higher stakes in the SMB space.
"The best fintech design doesn't make people think about money, it makes money move the way people think."