Binance US
Partnering with Binance US to shape the future of crypto design.
Focus:
Strategy, Design, Development
Jesse SpinkHead of DesignBinance US
“I had a great experience working with Turtle. We were consistently impressed with their ability to think clearly and act quickly on our most challenging opportunities. Their dedication, creativity, craft and overall collaborative and flexible approach were exactly what we needed.”
Our Approach
01
Balance old and new
Develop a visual language for Binance.US that feels unique but still familiar to Binance customers worldwide. The goal is to evolve, not replace — preserving brand equity while opening room for a confident US-specific identity.
02
Understand existing pain points
Audit the existing design system to map governance gaps, fragmentation across product surfaces, and inconsistent component usage. Identify the constraints that everyday product teams hit, then design solutions that remove friction at the source.
03
Test the system we develop
Pressure-test the system by designing real product features alongside it. Every new token, component, and pattern is validated against live work — not just documented in isolation.
The Solution
Visual Design Language
Working in tight loops with stakeholders, we moved from broad stylescapes to focused explorations to a refined final direction. Each round narrowed the visual territory while keeping room for product teams to express themselves within it.
The resulting language balances precision and warmth: a typography stack that holds up across dense trading screens and marketing surfaces alike, and a color system that earns its accents.
Design System
Through interviews and workshops with Binance.US product and engineering leads, we documented existing governance, surfaced ownership gaps, and proposed a governance-led operating model.
The result is a fully tokenized Figma library wired to engineering tokens, with documentation that ships alongside the components — not after them.
New product features
To demonstrate the system in motion, we partnered with the DeFi team to design net-new product surfaces. The features showcase how the system scales from utility flows to fully composed experiences.
