Once the differential value that we wanted to offer with Medusa was defined, I carried out a market study on the visual identity with which the competition was presenting itself. I realized that most of the applications for the purchase and sale of cryptocurrencies share a similar aesthetic: fluorescent colors, vector illustrations, complex interfaces.... That left me a free space in the market to create an application that had a completely opposite visual identity: warm colors, "sketchy" illustrations, rounded shapes... Design decisions that move away from the analytical, technological and complex aesthetics with which most financial applications are identified nowadays and show us that the purchase and sale of cryptocurrencies can really be a simple, transparent and familiar process; one you can trust. This way, I managed to create a visual language that not only transmits Medusa's brand identity in a coherent way, but also achieves to position its differential value in the market.