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Lime Studio

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Brand and product design for product companies

Lime Studio is a branding and product design studio for product companies. We design the systems that build trust with buyers before they try the product: brand identity, websites, pitch decks, and product UI that hold together as you scale. Clients work directly with both co-founders, Mat on brand and Jon on product, through fixed-scope projects of six to eight weeks or embedded monthly partnerships. Work includes TOKEN2049, SuperAI, Kuru, and Global Coin Research.

  • Min project size
    $10,000+
  • Hourly rate
    $200 - $300 / hr
  • Employees
    2 - 9
  • Year founded
    Founded 2022

Service Lines
Branding
50%
UX/UI Design
25%
Web Design
25%
Select Focus Area
Branding Focus
Product branding
30%
Corporate identity
25%
Brand messaging
15%
Brand strategy
15%
Naming
15%
Frameworks and CMS
Other frameworks and CMS
100%
User Experience Focus
UX Strategy
50%
Usability Testing
25%
User Research
25%
Industries
Other industries
34%
Business services
33%
Financial services
33%
Clients
Midmarket ($10M - $1B)
50%
Small Business (<$10M)
50%

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Our Story

Founded in 2022, Lime Studio is Jon Li (ex Crypto.com, OKX) and Mathew Cheung, with 40 years of design between them. Product companies kept shipping great products with brands, sites and pitches that didn't earn trust. So we stay small: you work with both of us, and we take three clients at a time. TOKEN2049's new checkout converted 2.3x better than the old one, and Kuru launched in a month before raising $11.6M.

What Sets Us Apart

Web3 & FinTech Specialization

We are specialists in Web3, DeFi, and FinTech design. We understand the unique challenges and language of this space, creating work that is not only beautiful but strategically aligned with the industry's specific needs and nuances.

Pragmatic, Business-First Design

Our design is driven by your business goals. We start with KPIs to solve real problems like boosting conversions and building trust. Every decision is made to deliver a clear, measurable return on your investment.

Seamless End-to-End Execution

We are your single partner from strategy to launch. Leveraging AI and platforms like Framer, we deliver a cohesive, high-quality product efficiently, eliminating the friction of managing multiple agencies.

Quick Facts

4 years in business

Tools and Technology

Slack
Google Meet
Figma
FigJam
Discord
Jira
Notion
Google Docs
Google Sheets
Google Slides
GitHub

Commonly Asked Questions

Our onboarding process is designed to be streamlined, strategic, and collaborative, ensuring we align perfectly with your goals from day one. Here's how it works: **1. Initial Consultation & Fit Assessment** It begins with a discovery call to understand your project, objectives, and challenges. This is a two-way conversation to ensure we're the right strategic partner for you and that our expertise in Web3 and FinTech design aligns with your needs. **2. Proposal & Scope Definition** If the fit is right, we provide a detailed proposal outlining the project scope, deliverables, timeline, and investment. We believe in complete transparency, so you know exactly what to expect and what success looks like. **3. Project Kickoff & Discovery** Once the proposal is approved, we hold an internal kickoff followed by a formal kickoff with your team. This is where we dive deep into your brand, market, and users. We establish key performance indicators and create a detailed project roadmap together. **4. Collaborative Execution & Feedback** We move into the design and development sprints. You'll have a dedicated point of contact and access to our progress through regular updates and a shared workspace. We believe in iterative feedback, presenting work at key milestones to ensure we're on the right track and the final product exceeds your expectations. **5. Launch & Handover** Upon final approval, we handle the launch, ensuring a smooth transition. We provide all necessary assets and documentation, and we don't disappear. We remain a strategic partner, available for ongoing support and future growth.

Right now, our team is strategically focused on projects where our specific expertise in Web3, FinTech, and high-growth tech can create the most significant impact. We are most interested in partnerships that are complex, ambitious, and require a deep blend of brand strategy and product design. Specifically, we are excited about: * **Complete Brand Identities for Emerging Protocols:** We're looking to partner with promising new Layer-1s, Layer-2s, or DeFi protocols that need to build a powerful, trustworthy brand from the ground up to capture market share and user loyalty. * **UX/UI Overhauls for Established Platforms:** We are interested in working with existing exchanges, trading platforms, or dApps that have product-market fit but are struggling with user experience. We want to tackle complex data visualization and simplify user flows to drive engagement and retention. * **Design Systems for Scalable Growth:** For teams that are scaling rapidly, we are keen on creating comprehensive design systems and component libraries. This ensures brand consistency and development efficiency as your product and team expand. * **Strategic Website Design on Framer:** We love taking a sophisticated brand identity and translating it into a world-class, high-performance marketing website on Framer that effectively communicates value and converts visitors into users or investors. In short, we're looking for collaborative partners who see design as a core business driver and are tackling interesting challenges in the future of finance and technology.

We measure success through a combination of quantitative business metrics and qualitative brand impact. Our approach is pragmatic and directly tied to the goals we establish with you at the start of every project. **Quantitatively, we focus on metrics that matter to your business:** * **For Websites & Marketing:** We track conversion rates, user engagement (time on page, bounce rate), and the quality of leads generated. Success is a website that doesn't just look good, but actively contributes to your growth pipeline. * **For Product Design (UI/UX):** We measure improvements in user task completion rates, a reduction in user-reported issues or support tickets, and increased user retention. If your application becomes easier and more valuable to use, we've succeeded. * **For Brand Identity:** While harder to measure directly, we look at increases in brand recognition, social media mentions, and positive sentiment. We also track how the new brand impacts key business metrics like partnership inquiries and talent acquisition. **Qualitatively, we assess success through strategic alignment:** * **Client Satisfaction:** The most important measure. Are we a trusted partner? Did we solve the core challenge you brought to us? Do you feel confident in the work we delivered? * **Brand Cohesion:** Does the final work feel like a unified, powerful extension of your vision? Success is creating a brand and product that feels authentic and resonates deeply with your target audience. * **Strategic Impact:** Did the design work provide a clear foundation for your future growth? Success is when our work empowers your team to move faster and communicate more effectively. Ultimately, we believe a project is successful when our design delivers a measurable return on investment and solidifies your position as a leader in your market.

Our approach to communication is built on flexibility, proactivity, and a deep respect for your time. We integrate seamlessly into your workflow and prioritize high-impact communication over process-heavy documentation. **Communication Cadence & Tools:** * **Your Preferred Platform:** We integrate directly with the tools your team uses, whether that's Slack, Discord, Microsoft Teams, or another platform. We set up a dedicated channel or group for day-to-day questions, quick updates, and informal feedback to ensure direct and rapid communication. * **High-Frequency Asynchronous Updates:** Once the project is kicked off, you'll receive concise progress updates from us every 2-3 days. These updates clearly outline progress, blockers, and next steps, keeping the momentum going without needing a meeting. * **Purpose-Driven Meetings:** We only schedule meetings when they are essential for decision-making, creative alignment, or major milestone reviews. We come prepared with a clear agenda and objectives to ensure every minute is valuable. **Our Philosophy on Progress:** * **Live Communication, Not Static Reports:** Instead of formal reports and roadmaps that quickly become outdated, we use our frequent updates to provide a real-time pulse on the project. This dynamic approach ensures you always have the latest context without the burden of managing another document. * **Final Performance Summary:** Upon project completion, we deliver a concise summary that recaps the project's outcomes against the initial goals we set. This serves as a final benchmark of our shared success. Our philosophy is to integrate into your workflow, not impose our own. You'll always know where things stand, and we'll never waste your time on process for process's sake.

We work with a very limited number of clients at a time; typically between three and four. This intentional focus allows us to provide the deep partnership and dedicated attention that complex projects demand. By keeping our client roster small, we ensure our core team is fully immersed in your business, leading to faster turnaround times, more thoughtful strategic input, and work that truly moves the needle. It’s a model that prioritizes quality of engagement over the quantity of projects.

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