My work with Reserve spans two periods: illustration and community work for Latin America, then brand design for its onchain products. With the in-house team, I contributed website illustrations, launch animations, merchandise and social content.
Company
Reserve, in-house
Teams
Design, marketing, product and strategy
Role
Illustrator & Community Lead, Latin AmericaMar 2021–Mar 2023
Senior Brand DesignerAug 2025–2026
Deliverables
Illustration system · Social media assets · Web visuals · Merch · Animation · Content strategy and creation
Aug 2025–2026
Senior Brand Designer
2025–2026
Reserve.org
The website needed to explain how funds are built and used, alongside the protocol behind them. I connected the illustrations through shared grids, lines and textured geometric forms, carrying the same visual language from product scenes to diagrams of governance, staking and fees.
From the website to Consensus Hong Kong
I contributed to the redesign of Reserve.org and created its main illustration. That visual language was later adapted for Reserve’s booth at Consensus Hong Kong 2026.
Reserve booth · Consensus Hong Kong 2026Hong Kong Convention and Exhibition Centre · 10–12 February 2026
2025–2026
Product launches
Illustration and animation for CMC20 and Reserve’s AI-sector fund launches.
CMC20 · CoinMarketCap × Reserve
Web assets for the CMC20 launch · CoinMarketCap × Reserve · 2025
Launching the AI DTFs
Reserve introduced five funds focused on the companies building AI’s physical infrastructure: chips, electricity, optical networks, data centers and robotics. Each fund brought together companies from a different part of that supply chain. I contributed illustration and animation to the launch explainers, helping show what the funds held and how those companies fit into the wider AI economy.
Tzu Huan Lin and I explored directions for the AI-sector fund marks. I designed the final NEOCLOUD logo; the other selected sector logos were designed by Tzu. A shared blue disc connects the set, with a distinct symbol for each sector.
AI-sector DTFs
PHOTON
BUILDOUT
ROBOTS
POWER
NEOCLOUD
Exploration: Catalina Vásquez and Tzu Huan Lin. Final NEOCLOUD logo: Catalina Vásquez. Other selected sector logos: Tzu Huan Lin. PHOTON logo animation: Catalina Vásquez.
From research brief to first directions
Reserve’s research team supplied the strategies and keywords below. I translated that brief into a first round of marks for each fund. These are design studies, not evidence of a product launch.
Quality
Holds high-quality tokens with holder revenues: scores each token on a holder-revenue quality score, then holds the top 8.
High quality, blue chip, revenue, dividends, real businesses, stability, scale, anti-dilution, sturdy, high payout, composite scoring, adaptive, predictive, concentrated, low turnover, dynamic weights, programmatic, systematic, rules-based, deep research.
Dilution
Diversified anti-dilution: qualifies a set of tokens, removes those with high inflation, then maximizes diversification.
Diversified, anti-dilution, programmatic, systematic, autonomous, serious, less correlated, large caps, top 25.
Donchain
A BTC and gold strategy that can reuse much of the ideation for MIDAS/GODL.
Hard money, trend following, momentum, dollar decline, two forms of gold, smart swaps.
First-round design options · Catalina Vásquez. Strategy brief: Reserve research team.
Diversify and Chill
Lettering design for Reserve’s Diversify and Chill billboard in Denver during ETHDenver 2025.
Mar 2021–Mar 2023
Illustrator & Community Lead, Latin America
2021
Homepage illustrations
Illustrations for the 2021 redesign of the Reserve homepage.
Posts and stories for the community: giveaways, campaign launches, app announcements, memes, holidays and the World Cup, scholarship calls, company milestones, and comics set in the Reserve universe.
2021–2023
9K → 70K+followers on the Latin American Instagram
150+illustrations and brand assets
12.9Kcomments shown on one giveaway post
Follower growth and asset count: my record of the 2021–2023 role. Comments: rounded count in a saved post capture, not an account-wide engagement rate.Post capture
Devcon Bogotá · 2022
Reserve Kimono
Merch for Reserve’s Latin America team at Devcon 6, the Ethereum Foundation’s developer conference, held in Bogotá from 11 to 14 October 2022.
Digital concept for Reserve · September 2026 · Not launched
The Network Fund
An interface concept for a proposed fund informed by publicly shared market research. My focus was the visual presentation and explanation of the idea, not the financial model.
Fund overview · Prototype screenshotLiving basket · Prototype screenshotThe Story · Prototype screenshot
Prototype screenshots with illustrative data. The fund was not launched; the figures shown are not performance results.
How it works
I mapped the mechanism: each node reads the analysts’ posts on its own, a median basket goes onchain once a day, and every proposal waits 16 hours, public and blockable, before it touches the fund. AI only reads the posts; it never picks.
Interface decisions
I separated the basket overview from The Story, giving the proposed holdings and the explanation their own space. The bubble map shows relative weights; the analyst cards connect the basket to the people behind the research.
AI-assisted prototyping
I used Codex to implement and revise the local prototype, reviewing the layout, navigation and motion in the browser. I simplified the overview, removed repeated sections and adjusted the visual hierarchy through those iterations.
