Basil McMahon | Visual Rinse

Local time:

May 29, 08:21 PM
May 29, 08:21 PM

UI/UX, visual identity, creative direction, digital propaganda

Brand and product design

Brand and product design

for teams moving fast

for teams moving fast

in hard markets.

in hard markets.

Visual Rinse

Concept to launch- brand identity, product design, and visual systems for protocols and startups that can't afford to look like everyone else.

Concept to launch- brand identity, product design, and visual systems for protocols and startups that can't afford to look like everyone else.

I work across the full visual stack- from the first logo sketch to the shipped interface- usually embedded with a small founding team, usually from zero.

1B

1B

2016-26©

TVL across client protocols

Two men discuss a project while standing at a laptop in an office.

/Services

/UI/UX Product Design

/UI/UX Product Design

/001/

Interfaces that turn complex workflows into something your typical user can navigate. I design the full product experience (from information architecture to shipped UI) for teams that need it to actually work, not just look good in a mockup.

Perps trading interface
Mobile UI elements for real estate app
Light trails forming curved lines in a tunnel or circular pattern

/Visual Design & Branding

/Visual Design & Branding

/002/

Brand identity and visual systems built from first principles- for early-stage teams finding their voice and established brands that have outgrown theirs.

Brand guidelines for Kinetiq
Packaging mockups for Bouquet
Brand itentity and web design for Rough & Ready Good

/Strategy

/Strategy

/003/

Most design problems are positioning problems in disguise. I work with founders early- before the brand is set- to make sure the visual language is doing real strategic work, not just decoration.

Stylized photo of pedestrians crossing sidewalk in financial district
Person in dark clothing standing in moody, atmospheric lighting
Stylized photo of founders meeting brainstorm

/Marketing

/Marketing

/004/

We help people find you, trust you and stick around. No guesswork, just what works.

A marketing graphic showcasing TVL number
Slide from a slide deck featuring a photo of windmills
Young person with curly hair wearing blue clothing, smiling at camera

/UI/UX Product Design

/UI/UX Product Design

/001/

Interfaces that turn complex workflows into something your typical user can navigate. I design the full product experience (from information architecture to shipped UI) for teams that need it to actually work, not just look good in a mockup.

Perps trading interface
Mobile UI elements for real estate app
Light trails forming curved lines in a tunnel or circular pattern

/Visual Design & Branding

/Visual Design & Branding

/002/

Brand identity and visual systems built from first principles- for early-stage teams finding their voice and established brands that have outgrown theirs.

Brand guidelines for Kinetiq
Packaging mockups for Bouquet
Brand itentity and web design for Rough & Ready Good

/Strategy

/Strategy

/003/

Most design problems are positioning problems in disguise. I work with founders early- before the brand is set- to make sure the visual language is doing real strategic work, not just decoration.

Stylized photo of pedestrians crossing sidewalk in financial district
Person in dark clothing standing in moody, atmospheric lighting
Stylized photo of founders meeting brainstorm

/Marketing

/Marketing

/004/

We help people find you, trust you and stick around. No guesswork, just what works.

A marketing graphic showcasing TVL number
Slide from a slide deck featuring a photo of windmills
Young person with curly hair wearing blue clothing, smiling at camera

/UI/UX Product Design

/UI/UX Product Design

/001/

Interfaces that turn complex workflows into something your typical user can navigate. I design the full product experience (from information architecture to shipped UI) for teams that need it to actually work, not just look good in a mockup.

Perps trading interface
Mobile UI elements for real estate app
Light trails forming curved lines in a tunnel or circular pattern

/Visual Design & Branding

/Visual Design & Branding

/002/

Brand identity and visual systems built from first principles- for early-stage teams finding their voice and established brands that have outgrown theirs.

Brand guidelines for Kinetiq
Packaging mockups for Bouquet
Brand itentity and web design for Rough & Ready Good

/Strategy

/Strategy

/003/

Most design problems are positioning problems in disguise. I work with founders early- before the brand is set- to make sure the visual language is doing real strategic work, not just decoration.

Stylized photo of pedestrians crossing sidewalk in financial district
Person in dark clothing standing in moody, atmospheric lighting
Stylized photo of founders meeting brainstorm

/Marketing

/Marketing

/004/

We help people find you, trust you and stick around. No guesswork, just what works.

A marketing graphic showcasing TVL number
Slide from a slide deck featuring a photo of windmills
Young person with curly hair wearing blue clothing, smiling at camera

Most clients come to me after working with an agency that over-promised and under-delivered. I work differently- small roster, direct communication, no handoffs.

/The approach/

High-impact /design, /brand strategy, and /visual systems without the agency overhead.

The person who actually answers your emails

©2026

No account managers, no handoffs to junior staff. You work directly with me, from first brief to final deliverable.

/FAQ.

Answers to the things clients usually ask, and space to ask your own.

/How long does a typical project take from start to finish?
icon

Depends entirely on scope. A brand identity engagement usually runs 3–6 weeks. A full product design cycle is longer- typically 6–12 weeks depending on complexity and how quickly decisions get made on your end. I'll give you a realistic timeline in our first conversation, not an optimistic one.

/Do you work with clients outside of crypto and Web3?
icon

Yes. Crypto is where most of my recent work lives, but the skills transfer- brand strategy, visual identity, and product design work the same way whether you're building a DeFi protocol or a CPG brand. If the problem is interesting and the team is serious, I'm open to it.

/What does an engagement typically look like?
icon

Most clients come in one of three ways: a defined project with a clear scope, an ongoing retainer where I'm embedded as their design resource, or an advisory arrangement for teams that need strategic direction more than execution. I'm open to equity conversations for the right early-stage opportunity.a fixed monthly fee, and we handle everything—design, updates, and ongoing support. No large upfront costs, just a seamless experience.

/Do you take on multiple clients at once?
icon

I keep a small roster intentionally- usually two or three active engagements at a time. That's not a limitation, it's the point. When I take on your project, it actually gets my attention.

/What's it like working with one person instead of an agency?
icon

Faster decisions, cleaner communication, and no work getting lost between account managers and junior staff. The tradeoff is that I'm selective about what I take on — I won't oversell scope I can't deliver. If a project genuinely needs a full agency team, I'll tell you that upfront.

/How long does a typical project take from start to finish?
icon

Depends entirely on scope. A brand identity engagement usually runs 3–6 weeks. A full product design cycle is longer- typically 6–12 weeks depending on complexity and how quickly decisions get made on your end. I'll give you a realistic timeline in our first conversation, not an optimistic one.

/Do you work with clients outside of crypto and Web3?
icon

Yes. Crypto is where most of my recent work lives, but the skills transfer- brand strategy, visual identity, and product design work the same way whether you're building a DeFi protocol or a CPG brand. If the problem is interesting and the team is serious, I'm open to it.

/What does an engagement typically look like?
icon

Most clients come in one of three ways: a defined project with a clear scope, an ongoing retainer where I'm embedded as their design resource, or an advisory arrangement for teams that need strategic direction more than execution. I'm open to equity conversations for the right early-stage opportunity.a fixed monthly fee, and we handle everything—design, updates, and ongoing support. No large upfront costs, just a seamless experience.

/Do you take on multiple clients at once?
icon

I keep a small roster intentionally- usually two or three active engagements at a time. That's not a limitation, it's the point. When I take on your project, it actually gets my attention.

/What's it like working with one person instead of an agency?
icon

Faster decisions, cleaner communication, and no work getting lost between account managers and junior staff. The tradeoff is that I'm selective about what I take on — I won't oversell scope I can't deliver. If a project genuinely needs a full agency team, I'll tell you that upfront.

/How long does a typical project take from start to finish?
icon

Depends entirely on scope. A brand identity engagement usually runs 3–6 weeks. A full product design cycle is longer- typically 6–12 weeks depending on complexity and how quickly decisions get made on your end. I'll give you a realistic timeline in our first conversation, not an optimistic one.

/Do you work with clients outside of crypto and Web3?
icon

Yes. Crypto is where most of my recent work lives, but the skills transfer- brand strategy, visual identity, and product design work the same way whether you're building a DeFi protocol or a CPG brand. If the problem is interesting and the team is serious, I'm open to it.

/What does an engagement typically look like?
icon

Most clients come in one of three ways: a defined project with a clear scope, an ongoing retainer where I'm embedded as their design resource, or an advisory arrangement for teams that need strategic direction more than execution. I'm open to equity conversations for the right early-stage opportunity.a fixed monthly fee, and we handle everything—design, updates, and ongoing support. No large upfront costs, just a seamless experience.

/Do you take on multiple clients at once?
icon

I keep a small roster intentionally- usually two or three active engagements at a time. That's not a limitation, it's the point. When I take on your project, it actually gets my attention.

/What's it like working with one person instead of an agency?
icon

Faster decisions, cleaner communication, and no work getting lost between account managers and junior staff. The tradeoff is that I'm selective about what I take on — I won't oversell scope I can't deliver. If a project genuinely needs a full agency team, I'll tell you that upfront.

/How long does a typical project take from start to finish?
icon

Depends entirely on scope. A brand identity engagement usually runs 3–6 weeks. A full product design cycle is longer- typically 6–12 weeks depending on complexity and how quickly decisions get made on your end. I'll give you a realistic timeline in our first conversation, not an optimistic one.

/Do you work with clients outside of crypto and Web3?
icon

Yes. Crypto is where most of my recent work lives, but the skills transfer- brand strategy, visual identity, and product design work the same way whether you're building a DeFi protocol or a CPG brand. If the problem is interesting and the team is serious, I'm open to it.

/What does an engagement typically look like?
icon

Most clients come in one of three ways: a defined project with a clear scope, an ongoing retainer where I'm embedded as their design resource, or an advisory arrangement for teams that need strategic direction more than execution. I'm open to equity conversations for the right early-stage opportunity.a fixed monthly fee, and we handle everything—design, updates, and ongoing support. No large upfront costs, just a seamless experience.

/Do you take on multiple clients at once?
icon

I keep a small roster intentionally- usually two or three active engagements at a time. That's not a limitation, it's the point. When I take on your project, it actually gets my attention.

/What's it like working with one person instead of an agency?
icon

Faster decisions, cleaner communication, and no work getting lost between account managers and junior staff. The tradeoff is that I'm selective about what I take on — I won't oversell scope I can't deliver. If a project genuinely needs a full agency team, I'll tell you that upfront.

Visual Rinse

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Visual Rinse

/Stay in the loop.

Smart updates for smart people.

By submitting, you agree to our Terms and Privacy Policy

Visual Rinse

/Stay in the loop.

Smart updates for smart people.

By submitting, you agree to our Terms and Privacy Policy

Visual Rinse

/Stay in the loop.

Smart updates for smart people.

By submitting, you agree to our Terms and Privacy Policy