Basil McMahon | Visual Rinse
Local time:
/Redacted.
Client
Redacted
Timeline
2022-25
From back-of-the-napkin idea to a foundational defi brand that cut through peak-cycle mania
Led design from launch through the protocol's evolution into Dinero and its eventual acquisition by Plume.
/Key Decisions/
While the market trended toward slick, laserwave-inspired polish (think Solana), the founders and I deliberately went the other way- because that polish wasn't us, and wasn't our audience. Our users were nostalgic, technical DeFi power users. So the identity went high-contrast, gritty, organic, old-school. Redaction as a system. Leaning hard into redaction/blackout marks across marketing- secret-society, leaked-alpha, insider energy that matched both the name and the psychology of the audience. Counter-trend by design. High-contrast palette and gritty textures to stand in deliberate contrast to the mainstream, signaling substance over hype. Cultural sourcing as craft. I dug through the Internet Archive for high-res scans of 70s/80s tech magazines (Omni and the like), remixing vintage ads into our materials- giving the brand cultural references that landed deeply with our base.
/Impact/
The organization later rebranded to Dinero (BTRFLY → DINERO) and was acquired by Plume Network, an institutionally-backed RWA platform, in 2025.
Design
Marketing
Branding
Strategy
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Description
4.9 / 5
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