Midas
CREATIVE STRATEGIST, LEAD INTERACTION & PRODUCT DESIGNER · BRAND & PRODUCT STRATEGY, INTERACTION · 2025
Turning Chaos into Gold.
As the lead designer, I worked at the intersection of design, business, and technology — turning abstract goals into actionable systems.
I wasn’t hired just to redesign interfaces, but to rethink how the company expresses its value through experience.
CHALLENGE
Midas, a top Turkish fintech, was losing appeal with young investors. The brand lacked emotion, clarity, and trust — and needed to stand out as the most premium, intelligent trading experience in Turkey before expanding to Europe.
STRATEGY
I defined a new creative direction — “The Alchemist” — transforming chaos into gold. The approach unified brand, product, and motion to make Midas feel intuitive, powerful, and emotionally engaging.
SOLUTION
Led a full redesign — from brand positioning to motion and UI systems. Built a Rive-based motion framework, refreshed the visual identity, and crafted a cinematic yet functional user experience.
RESULTS
Repositioned Midas as Turkey’s leading design-driven fintech. Reduced motion dev time by 80%, built scalable design systems, and delivered a brand ready for European expansion.
“Midas didn’t just need better design — it needed a story that could guide every decision.”
Defining the Core Idea — The Alchemist I proposed three creative strategy options. The chosen direction, The Alchemist, defined Midas as a brand that helps users find clarity and opportunity in chaos. This wasn’t a visual decision — it was a business strategy that influenced how Midas communicated, behaved, and felt across all touchpoints. The concept connected everything: The brand story — intelligence and transformation. The product experience — discovery and control. The motion system — unblurring and precision.
After defining the direction, I worked closely with the design and business teams to translate strategy into action. We established the design principles, tone of voice, and product focus together — creating alignment across departments. My role was to bridge creative thinking and operational execution, ensuring every decision connected back to business value.
Once the strategy and systems were in place,
I led the design improvements across core user journeys — onboarding, trading, and order management.
The goal wasn’t cosmetic — it was strategic simplification: helping users feel in control and connected while expressing Midas’ intelligent, premium identity.
Visuals & 3D assets
Following the creative direction of 'discover gold' the team created new assets based on the existing library to save time while still being within the new direction.
Motion as Infrastructure
To make the product more alive and intelligent, I built a Motion System using Rive.
This system defined interaction rules, easing curves, and component behaviors — turning motion into a reusable design asset.
Impact:
Reduced motion development time by ~80%.
Enabled designers to prototype interactions without code.
Established a unified design-to-dev workflow that scaled across teams.
Product Experience — Applying the Framework Once the strategy and systems were in place, I led the design improvements across core user journeys — onboarding, trading, and order management. The goal wasn’t cosmetic — it was strategic simplification: helping users feel in control and connected while expressing Midas’ intelligent, premium identity.
