Floors Finance
Project Type
Web
Role
Brand Identity, Web Design, Animation, Platform UI, Marketing & Social Visuals
Deliverables
Figma, Jitter, After Effects
Introduction
Floors Finance is a token launch platform built on a custom bonding curve mechanism. The floor price doesn't just hold — it mechanically rises with every transaction. The work covered brand identity, landing page, platform UI, animations, and marketing visuals, all built around the one visual idea that was already in the product: a staircase going up.
"Floor price always goes up" sounds like a promise. In Floors Finance, it's a mechanism — encoded into the bonding curve, not the marketing. The design brief was to make that distinction visible before anyone read a word of copy.
The Brief
Floors Finance is a token launch platform with a custom bonding curve model: as tokens are bought, the floor price rises. It cannot go down. This is not a soft peg or a promise from a team — it is mathematics, running onchain. The product needed a visual language that communicated this without explaining it. The staircase was already in the bonding curve diagram. The design challenge was to make it the brand.
Identity
The colour decision was exact: Mint (#BEFFB0) for the primary accent. Not because mint reads as fresh or modern — though it does — but because mint means minting. Every token launch on Floors Finance is a minting event. The colour carries the product logic in its name. A warmer Tangerine (#FFB651) provides a secondary accent for callout moments, and Nighty (#101114) forms the foundation — the dark base that makes the mint read electric rather than soft. Poppins handles everything: tight tracking at -4% to -2%, geometric forms, clean at any size. The typographic system doesn't try to add character; the staircase motif does that work. The staircase runs through every format — website sections, social assets, platform UI states, animations. Each step is a bonding event. The visual shorthand for the mechanism becomes the visual shorthand for the brand.
Color system and typographic hierarchy.
Website
Landing page — the floor price always goes up.
Landing page — the floor price always goes up.
The marketing site communicates the three core mechanisms — always-on liquidity, a rising floor, and liquidation-free borrowing — without overwhelming a first-time visitor. Sections are paced to build understanding before they ask for commitment. The staircase motif anchors each scroll section, rising through the page as the visitor descends. The single CTA keeps the funnel clean. The Mint-on-Nighty palette holds the entire experience without any decorative additions.
Dashboard
Dashboard
The product dashboard lets users trade, borrow, stake, and monitor their floor position in one place. The design prioritizes clarity over density — each action has a dedicated context, and the floor/market price relationship is always visible without needing to hunt for it.
3D Without a 3D Tool
The 3D visual language was built entirely in Figma — no Cinema 4D, no renders. Flat shapes with a controlled skew applied generate the cubic, isometric-adjacent 3D effect. The technique was a deliberate decision: Figma-native means faster iteration, no render times, and a visual system that anyone on the team can operate without specialist software. Cubic structures give the brand its structured, architectural quality — the floor, the step, the block. Organic shapes introduce a second register: liquidity, flow, the market dynamics that surround any token launch. The combination reads as structured liquidity — which is exactly what Floors Finance provides. Every token gets its own shape within the system, its own character within the same visual grammar.
Floors Finance — "Hold different.
