2. Campaign Design
3. Illustration Direction
Crypto ABCis a vibrant, A-to-Z illustrated book that translates complex crypto jargon into simple, digestible concepts. It was launched alongside Binance Junior, a parent-controlled app for minors, to position crypto literacy as a fundamental life skill.
Our design is based on Binance’s branding, taking a "coffee table" aesthetic featuring a matte yellow-orange hardcover, playful typography, and thematic character designs for each letter. We localized it in 15 languages to ensure the message of financial inclusion reaches diverse global markets.
To complement the "Crypto ABC" physical launch, we also produced a series of four high-energy, educational motion graphics. These videos were designed to translate complex jargon into social-friendly content, serving as the digital "hook" for the book.
These videos served as a social media entry point, driving traffic to the Binance app to download the full eBook or enter the giveaway for the physical copy.
By combining visual metaphors with the book’s signature color palette, the campaign achieved a high recall rate among users who previously found crypto terminology intimidating.