Reserve

Brand design, illustration and digital experiences

Illustrator & Instagram Lead, Latin AmericaMar 2021–Mar 2023

Senior Brand DesignerSept 2025–Oct 2026

A vault surrounded by stacked geometric forms, illustration for investors

At Reserve, I worked on the dollar app for Latin America and, later, its onchain index products. As senior brand designer, I developed illustrations for Reserve.org, a visual proposal for MAG7 and an interactive prototype for The Network Fund, working with the design team. This followed my earlier role as illustrator and Instagram lead for Latin America.

Company: Reserve, in-house
Teams: Design
Deliverables: Illustration system
Social media assets
Web visuals
Merch
Animation
Content strategy and creation

Brand and digital products

2025–2026

Reserve.org and Consensus Hong Kong

For the Reserve.org redesign, I illustrated digital and real-world sources of wealth converging into a portfolio held through a single token. Hands at the centre give the financial system a human scale. The composition later became the visual identity of Reserve’s booth at Consensus Hong Kong.

Reserve.org homepage illustration: a blueprint mural of world assets, technology and a hand holding a tokenized cube

Reserve.org homepage concept board: digital assets on the left and real-world assets on the right converge above two hands, with five notes explaining the composition — Composition study for the Reserve.org homepage.

I developed the illustration within Reserve’s existing visual language. In reviews with the design team, I explored how the quilt’s connecting lines could link scenes of wealth to the assets held in one token. I composed the image alongside the homepage wireframe, considering how the headline’s position would guide the eye.

Reserve booth · Consensus Hong Kong · 10–12 February 2026

Exploded modular cubes on an isometric grid, illustration for DTF deployers

A geometric funnel connecting financial structures, illustration for fintechs and neobanks

Geometric assets entering a vault, illustration for traditional finance wrappers

RSR connected to governance, peg protection and yield

Geometric forms converging into a governance mechanism, vote locking illustration

Illustrated flow of protocol fees and token burning

MAG7

Visual proposal for Reserve’s MAG7 fund.

The brief

Rino Arreaza’s commercial concept used a father and child to explain participation in seven major tech companies through one fund.

My contribution

I developed the visual direction around the contrast between the characters and the companies’ towering skyline. Cobalt blue, cream and stippled textures extended Reserve’s identity into the story. I created AI-assisted illustrations and refined them in Procreate.

MAG7 · Visual proposal

Visual proposal and storyboard studies, before animation.

View the deck · PDF, 4 pages

MAG7, shot two: seven towers in a row lit by a sweeping beam of light — Light across the seven towers

MAG7, shot four: the father shows the child a phone while seven towers rise in the distance — Father and child: a closer view

MAG7 composition study: a cream arc connects seven towers against cobalt blue — An arc brings the towers together

MAG7 closing composition study: the fund mark above seven towers — Revised direction · closing composition study

MAG7, shot five: the phone shows the MAG7 token and the seven towers carry the logos of the companies it holds — Early study · app interface

The MAG7 storyboard: eight shots from a father and child looking at a city skyline, to a phone showing seven towers, to a circle and the line Buy it onchain on reserve.org — Early storyboard

After feedback that parts of the sequence felt like separate films, I worked on a revised storyboard proposal with a more consistent visual style. The revised direction reduced the app interface’s role to focus on the characters and skyline. I also worked through shot transitions and illustration layers with Rino and Tzu in preparation for animation.

Visual direction, illustration and storyboard studies: Catalina Vásquez. Commercial concept and script: Rino Arreaza. Animation preparation with Rino Arreaza and Tzu Lin.

The Network Fund

For The Network Fund, I developed the visual concept and built an AI-assisted web prototype to explain a proposed fund driven by analysts’ social-media signals. A weighted bubble map shows the holdings; analyst cards and animated flows explain where the signals come from. The prototype uses illustrative data. The fund was not launched.

The Network Fund · Interactive prototype ↗

The central question was how an analyst’s post becomes a portfolio decision. I worked with the team to clarify the proposed mechanism, distinguishing sentiment from buy and sell signals. I explored that sequence through animated signal flows and questioned performance charts that could imply a track record the fund did not yet have.

Design studies

Working with Tzu and Asimov, I helped develop a reusable way to present Reserve’s funds: what each one represents, the benefit it offers and how its strategy works. We explored how this structure could adapt to broad-market indices, thematic funds, yield baskets and trading strategies, alongside naming and logo studies.

Shared exploration, selected mark

Alternative symbols and compositions explored for the shared AI-sector mark family

First options for the Quality and Dilution marks

AI-sector logo exploration: Catalina Vásquez and Tzu Lin.
Quality and Dilution: Catalina Vásquez contributed to first-round studies based on a brief by Reserve’s research team.

CMC20

CoinMarketCap × Reserve · 2025An onchain index fund of twenty leading cryptoassets; web and social assets for its launch.

CMC20 campaign asset for X: Ride the Market, CoinMarketCap × Reserve

Motion and interaction

2025–2026

AI-sector DTFs

Reserve introduced five funds focused on the companies building AI infrastructure: chips, electricity, optical networks, data centres and robotics. I contributed illustration and animation to the launch explainers, showing the assets inside each fund and the connections between them.

PHOTON logo: Tzu Lin. Animation: Catalina Vásquez.

AI DTF launch overview

Make a move

Launch film for LCAP, Reserve’s large-cap index: one onchain fund holding the market’s biggest cryptoassets, such as BTC, ETH and SOL. My work combined frame-by-frame animation, rotoscoping and motion tracking.

Animation and motion design: Catalina Vásquez.
Film production: Rino Arreaza and Rodolfo Castillo.

Diversify and Chill

Lettering design for Reserve’s billboard at ETHDenver 2025.

Diversify and Chill billboard artwork: Benjamin Franklin wearing colourful sunglasses, hand-drawn DTF lettering and reserve.org

Community and physical work

2021–2023

Homepage illustrations

For the 2021 homepage, I illustrated saving and everyday exchanges through people, places and familiar situations for Reserve’s Latin American audience.