BlockFi is a leading, secured non-bank lender offering USD loans backed by cryptoassets as collateral. We work closely with BlockFi to develop their branding, product, marketing and UI/UX.


BlockFi wanted to change the crypto financial landscape by offering liquidity to cryptoasset owners who previously only had the option to sell their assets if they wanted to use them.

To do this, they needed to create an identity and product that was easy to use and accessible to cryptoasset owners at every knowledge level – from the enthusiasts to the casual investor.


  • Branding
  • Logo Design
  • Marketing Colateral
  • UI/UX
  • Product Management
  • Front-end development


  • 2017 - Present


We fulfilled a critical brand
and UX need.

Leveraging the BlockFi team’s industry knowledge and our own product research, our strategists and designers focused on creating a brand that spoke to BlockFi’s traditional finance background and the new world of crypto lending. The brand was implemented into a marketing website that informed users on the easy process and unique benefits of getting a BlockFi loan, and a streamlined application flow that applicants could complete in less than 2 minutes.

"Lumenary has been with us since Day 1, driving the beginning stages of the company and making everything we’ve accomplished so far a reality. Can’t imagine having done it without them."

- Zac Prince, BLOCKFI, CEO -


Now a team of 15, BlockFi has secured over $50M in funding.

They are emerging as the leader in the digital asset lending space, continuing to raise and grow in numbers. As their needs have evolved, Lumenary has adapted with it, supporting everything from marketing to product to borrower acquisition as they grew their book. The number of loans being processed are increasing by the day in both volume and value and we continue to be an integral part of what has made it all possible.