My Mission

SatoshiLabs’ claim is “Empowering Independence.” The design had to make that real.The holding has four companies, each with its own brand and color. The umbrella identity needed to show their independence living inside the parent brand — while still feeling like one coherent system across web, event presence, and materials.

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The core concept

A Material That Holds Independence. Instead of forcing a single new color on the holding, I designed a custom holographic material from scratch — an 8-layer construct that carries the four brand colors inside one living surface.

The idea was simple and symbolic:

• each company keeps its own color and character (independence)
• the holding connects them through one shared “material language” (unity)
• the result feels like magic — but it’s actually a precise system you can apply consistently everywhere

That material became the anchor of the entire identity: the “thing” people remember, the connective tissue across the website, motion, and conference presence.

The Approach

• I didn’t start with screens. I started with a diagnosis.
• We aligned on what SatoshiLabs must communicate instantly, especially with BTC Prague approaching. From there, I built a scalable identity system rooted in that holographic material language — not just a logo and a homepage.
• In parallel, I designed the UX architecture of the website around user goals and built the experience to feel confident, clear, and distinctive. I guided copy and structure so visitors could quickly understand what SatoshiLabs is, what it stands for, and how the group of companies fits together.
• We prototyped key scenes early (especially motion/interaction moments), gathered feedback, refined, and then polished implementation and performance in close collaboration with our Webflow specialist Ondra Dostál.

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From Sprint to Launch

The timeline was tight, so the plan was disciplined:

• Month 1: Brand concept + identity system locked (including the 8-layer holographic material)
• Month 2: Website UX + UI designed and finalized
• Month 3: Testing, refinement, and performance/implementation polish
✅ Go-live: one week before BTC Prague

Results

At BTC Prague, the new identity showed up at full scale:

• A 5-meter LED panel featuring the holographic man — the centerpiece of the brand’s new material language
• 10,000+ conference visitors experienced the new brand presence
• The website drew 4.3K visitors in the first month

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Client feedback

“Josef's deep knowledge and skill in his field were evident in every aspect of the project, ensuring its success and timely completion. His dedication and professionalism played a crucial role in meeting our deadlines. And thanks to his positive energy and enthusiasm the collaboration became an enjoyable experience for the entire team.”


— Lena Pham, HR Marketing Manager at SatoshiLabs

Awards

🏆 Honourable Mention — Awwwards
🏆 FOTD Award — FWA

🏆 Special Kudos Award — CSSDA
🏆 Best UX Design — CSSDA
🏆 Site Of The Day — CSS Winner
🏆 Best UI Design — CSSDA
🏆 Best Innovation — CSSDA