Dash.fi

2024 · First redesign

I joined a Vue 2 app with a generic look: Lato, slate-blue headings, a heavy black wordmark, loose lists. I redesigned it end to end in ten iterations over ten days, shipped as one change across 138 files — auth, onboarding, cards, transactions, payments, rewards and settings. New type, a lowercase wordmark, pill tabs, carded surfaces and monospaced figures for money.

2025 · Rebuilt in Svelte, themeable from day one

Vue 2 was out of date, and SvelteKit gave the app its own backend-for-frontend, so next I moved it to Svelte. Components came first — a shared library before any page moved — then the pages went over one by one: rewards, dashboard, transactions, installments, cards, auth. A banner in the old app told customers the new one was coming. Everything shipped in light and dark.

2025 · Systems before screens

Before the next visual pass I built the foundation: Storybook, Tailwind v4, one shared token set and a hosted brand book. Then I rebuilt every core surface on it behind parallel routes, so the redesign shipped incrementally instead of in one big launch. Cards got a colour system — blue recurring, purple single-use, grey frozen — and Rewards a new information architecture.

2026 · Jade

I first explored a stark, all-mono, high-contrast direction, which didn’t ship. What shipped was a warm cream and jade palette, a full dark-mode token set, Bai Jamjuree with PP Supply Mono, and new page-header and panel patterns — 187 files, every signed-in route. The sign-in screen shows the three eras in one place.

The app today

Every signed-in surface, in light and dark. Captured from staging in October 2026 with sample data.

When I took over the site in May 2026 it was dark and electric blue, and the pages didn’t match each other. In about six weeks I moved every page onto the jade language, then turned that look into a named marketing system: shared tokens, one display type voice, one button family, canonical easing.

Motion became the signature — per-letter headline rises, a flipping magnetic card, scroll-drawn diagrams and a WebGL alpha-video hero. Visual-regression and performance checks run on every change so the craft holds up.

Dash.fi sells four AI audit agents. I gave each one a character and built the identity system that keeps them consistent — the full story is its own case study.

Brand guidelines usually go stale the week after they’re published. Dashbook (brand.dash.fi) is built on the same component library the product ships, so the docs and the product can’t diverge — CI fails a pull request when they disagree. The first audit caught documented radii of 4/6/8 against a rendered 8/10/12/16, and an “AA” contrast claim that measured 4.28:1.

It holds the logos, tokens, voice rules, legal copy, partner kits, 63 components, 26 product patterns and 41 marketing patterns. An MCP server and a company-wide Claude plugin give coding agents the brand directly. The same system carries a second brand: one attribute switches palette, type, corners, shadows, logos and the auth shell.

How the brand looks is how I directed it, whoever or whatever made a given piece. I write the briefs, set the look, choose the materials and approve every frame. The jade card and agent renders are by a 3D artist working to my direction.

The arc: a cobalt identity in 2025 — mono wordmark, morse-code and dash-field devices — into jade in 2026: warm paper, ultralight mono display, a jade card against brushed metal and concrete.