Moar
Redefining trust and clarity in a radical crypto lending platform
Moar is a crypto lending protocol built on DOGE, designed to balance cultural relevance with the trust, clarity, and credibility required to launch in a high-risk space.
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The Challenge
Moar
Launch from zero, fast
Brand, product and design system
Launch-ready identity
First lending protocol on DOGE, no brand to build on
Moar was entering uncharted territory -the first high-performance lending protocol on the DOGE blockchain. First-mover advantage was everything, but they had nothing: no brand, no visual identity, no website. Just a product and a deadline.
In DeFi, looking unpolished means looking untrustworthy. They needed to launch credible.
Key challenges:
- Zero brand assets or visual direction
- Aggressive 8-week launch timeline
- Complex lending to communicate simply
- Audience with zero tolerance for corporate
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Our Approach
Speak the culture. Earn the trust
DeFi users can spot inauthenticity instantly. We had to get this right.
Learning the language of DOGE
We immersed ourselves in crypto culture – the memes, the communities, the visual language. Research surfaced a gap: most DeFi protocols looked either too serious or too chaotic. Moar needed to feel native to the ecosystem while projecting the credibility.
How we de-risked decisions:
- Deep dive into DOGE community culture
- DeFi competitor visual and UX audit
- User flow mapping for lending/borrowing
- Iterations with weekly stakeholder reviews
- Parallel brand and product workstreams
The Solution
A platform the community could claim as their own
Visual identity, website, and product experience shipped together.
Brand, website, and product as one system
We built a visual identity rooted in meme culture – playful DOGE imagery woven throughout the brand, paired with pixel art icons. The result feels community-native without sacrificing professionalism. The website translates complex DeFi concepts into scannable, confident messaging that builds trust fast.
What we delivered:
- Full brand identity and positioning
- Pixel illustration system for UI details
- Product UX for supply and borrow flows
- Marketing site with clear value messaging
- Mobile-optimised responsive build
- 60+ component design system
A clear void between community and tools
Before Moar there was a distinct gap for a trustworthy platform for DeFi adoption - and a meme-clad community itching for a familiar solution.
A launch-ready and community-native platform
A complete brand world that feels born from DOGE culture. Credible enough for serious traders. Fun enough to build community around. Shipped in under 8 weeks.
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Testimonials
Don’t take our word for it
“They just get it...”
Featured Group, Bradley McKenny
Let’s design what your market’s missing
We turn products and brands into clear category leaders.
