Grateful case study: stablecoin payments app design and brand for Exodus

A white Grateful card reading 'A path to
01 · The challenge
After acquiring the platform, Exodus asked for one thing: make paying feel as good as receiving.
Grateful is an app by Exodus that makes paying with stablecoins simple, intuitive and meaningful.
02 · Strategy
Brand ideaValue in every movement.
Every payment is a movement of value from one person to another. Grateful treats it as a moment of connection, not a transaction, and lets that feeling shape the name, the voice and the product.
The line 'Paying is a way of saying thank
03 · Identity
One electric magenta, soft forms and real people
The identity pairs a single electric magenta with soft, flowing forms and photography of people mid-moment.
A grid of Grateful posters
A man in a white sweater paying from his
A woman in a green sweater smiling at a
Type animating 'Buy Ice Cream' and 'For A
A page from the Grateful design manual
04 · Product
One tap, for consumers and for merchants
The consumer app is clean, fast and built around one-tap stablecoin checkout and sending to friends. For merchants, point-of-sale tools, live settlement tracking and instant invoicing give the same simplicity at the till.
Four onboarding screens
A phone showing the onboarding screen
A hand holding a phone with the Grateful
05 · Activation
From the screen to the street
Brand activation took Grateful off the phone: in-store point-of-sale materials, NFC stands, merchant displays and event collateral.
A magenta Grateful card tapped on a white
Grateful posters on a hoarding
A stage banner reading 'Money that moves
06 · Results
The pilot that led to Exodus Pay
Grateful was Exodus's pilot to test whether a mainstream audience would adopt stablecoin payments given the right experience. It worked, and it led directly to the full Exodus Pay platform.
25,000+Transactions on the app on launch day
2xTransactions in under 48 hours
90%Of users never said 'crypto wallet'
07 · Impact & proof
What this means if your product is hard to explain
When a technology feels risky, the brand's job is to make it feel ordinary.
08 · Deliverables
Strategy
Positioning and messaging, Plain-language guidelines
Brand
Identity and design manual, Photography direction
Product
Consumer app, Merchant dashboard and point-of-sale tools
Reach
Website, In-store and event activation

The pilot that led to Exodus Pay

Grateful was Exodus's pilot to test whether a mainstream audience would adopt stablecoin payments given the right experience. It worked, and it led directly to the full Exodus Pay platform.