Reserve · Project collection · Catalina Vásquez

Brand design, illustration and digital experiences

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

Role: Illustrator & Instagram Lead, Latin AmericaMar 2021–Mar 2023; Senior Brand DesignerSept 2025–Oct 2026

Deliverables

Illustration system · Social media assets · Web visuals · Merch · Animation · Content strategy and creation

Sept 2025–Oct 2026

Senior Brand Designer

2025–2026

Reserve.org

One visual language from the website to the booth: shared grids, lines and textured geometric forms carry product scenes into diagrams of governance, staking and fees.

A vault surrounded by stacked geometric forms, illustration for investors

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

From the website to Consensus Hong Kong

Contributed to the redesign of Reserve.org: its main illustration. That visual language was later adapted for Reserve’s booth at Consensus Hong Kong 2026.

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

Homepage illustrationReserve.org

Reserve booth · Consensus Hong Kong 2026Hong Kong Convention and Exhibition Centre · 10–12 February 2026

Working with the team

Research pods, user interviews and market research with the design, marketing, product and strategy teams.

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

CMC20 LinkedIn campaign asset: Index diversification finally built for crypto

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

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.

BUILDOUT

Watch full explainer

PHOTON

Watch full explainer

POWER

Watch full explainer

PHOTON

Logo design: Tzu Lin · Animation: Catalina Vásquez

Watch full explainer

AI DTF launch overview

2026

Token marks

A shared blue disc connects the family of marks, with a distinct symbol for each sector.

AI-sector DTFs
PHOTON
BUILDOUT
ROBOTS
POWER
NEOCLOUD

Directions explored for the AI-sector DTF marks: dozens of blue discs with symbols for robots, power, compute and chips

AI-sector logo exploration: Catalina Vásquez and Tzu Lin. Final NEOCLOUD logo: Catalina Vásquez. Other selected sector logos: Tzu Lin. PHOTON logo animation: Catalina Vásquez.

From research brief to first directions

Reserve’s research team supplied the strategies and keywords below. I took part in the first round of marks for the Quality and Dilution funds. 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.

First options for the Quality and Dilution marks — First-round design options for Quality and Dilution · Catalina Vásquez took part. Strategy brief: Reserve research team.

Digital concept for Reserve · September 2026 · Not launched

The Network Fund

An interface concept for a proposed fund built on public market research.

Prototype view: the fund details beside a ring chart of the 26 companies held, with illustrative weights — Fund overview · Prototype screenshot

Prototype view: the living basket, one bubble per holding sized by its illustrative weight — Living basket · Prototype screenshot

Prototype view: The Story page opening over its animated network backdrop — The Story · Prototype screenshot

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

The basket overview and The Story each get their own space. A bubble map shows relative weights; analyst cards connect the basket to the people behind the research.

AI-assisted prototyping

A working prototype built with AI-assisted coding and reviewed in the browser: layout, navigation and motion refined, repeated sections removed, hierarchy adjusted through each iteration.