Old positioning
Bright and crypto-coded
2024 - 2025
Miami, Florida (US)
PropertyGRID Establishing institutional trust for tokenized real estate
I joined PropertyGRID as a partner on a high-stakes bet: making real estate and tokenized assets something people could actually trust and use. It set out to change how investors own and experience property, and my job was to turn that ambition into a real brand and product, as solid as old-money real estate and as modern as the technology underneath.
Marketplace
Investment decks
Dashboard
Design system
Iconography
Why this project matters to my practice
PropertyGRID stretched me across the entire life of a company, from raising the first round to attracting the first sellers, then the first investors. It’s where I learned to design for momentum as much as for the interface: a deck that convinces, a prototype that sells a vision, a marketplace that has to win both sides of a market at once. I came away thinking less like a designer waiting for a brief, and more like a partner accountable for whether the business actually moves.
Brand strategy
Brand refont: Sometimes, before starting to work on the platform, we need to ensure that the brand is talking to the right target. PropertyGRID was courting institutional, old-money investors, but its brand still read like a deep-tech startup. I repositioned it to earn their trust, trading the crypto codes for the restraint and solidity of finance, closer to a private bank than a tech product.
New positioning
The restraint and solidity of institutional finance
To attract accredited investors and secure institutional capital, PropertyGRID required a strategic positioning pivot paired with an ultra-trustworthy, premium identity.
In a blockchain space often plagued by bad actors, I quickly built a brand that conveys absolute legitimacy and matches the true quality of their high-value asset portfolio.
Marketplace
One marketplace, two ways to discover an opportunity. From purchasing a whole villa to holding a tokenized share, PropertyGRID blends traditional real estate with fractional ownership. The UX challenge was creating one unified marketplace for two completely different user intents.
Modular Asset Listing & Interactive Map Architecture
To accommodate both direct purchases and fractional investments, I designed a modular listing system that dynamically adapts data fields and status indicators (Funded, Sold Out, Coming Soon) to the asset type. Coupled with smart pin auto-clustering on the interactive map, the interface streamlines property discovery while keeping high-density inventory clear and navigable.
The mobile layout adapts the desktop experience into an intuitive, touch-friendly UI
It features an optimized search flow, interactive price-range histograms, and persistent bottom controls that make switching between map and list views effortless on smaller screens.
Property page
For the property detail page, I designed a layout that balances emotional real estate showcase with complex financial data. The structure prioritizes key investment metrics, funding progress, and tokenized breakdown alongside detailed property features, map location, and legal documents. It provides buyers and micro-investors with full transparency to make informed decisions.
Tokenized lands
For land and plots, I introduced a specialized grid overlay on the map, allowing investors to visualize land subdivisions, assess scale, and inspect parcel boundaries directly within the marketplace. There was no real reference for this kind of interface, so I looked at how Decentraland and Sandbox handle parceled land, and adapted the idea toward something far simpler and more intuitive for real estate.
The concepts below outline how I approached plot interaction. Because scoring was core to the business model, every plot had to display its status without turning the map into visual noise.
To solve this high density challenge, I organized the interface into three structured layers. First, the baseline spatial grid provides geographic context. Second, persistent status indicators display core scores by default. Finally, hover states on desktop and tap interactions on mobile reveal immediate details like price and availability on demand, complemented by a filter system to isolate high, medium, or low GRID scores.
This systemic approach turned a complex architectural constraint into a scalable and clean exploration tool.
I also designed an adaptive grid that surfaces the plots investors have already backed.
Showing real, existing buyers was key to reassuring newcomers, and it came with its own puzzle: the parcels had to interlock perfectly, like lego.
On mobile, that density became a real problem
With every control kept on screen, the map lost almost half its space and turned unusable. So I made a clear call, shown below: instead of persistent navigation, each view gets its own, letting the map reclaim the full screen. On the smallest phones, that decision is what makes it work for everyone.
Problem
45% of viewport locked. Map becomes unusable.
Solution
Each view gets its own navigation. Map reclaims full screen.
Onboarding flow
Designing the property onboarding pipeline was a joint effort alongside our CEO, CTO, and real estate domain expert. Balancing technical feasibility, business growth, and industry requirements meant finding the right compromise between all three perspectives.
I synthesized these inputs into a structured workflow that embedded contextual service bundles directly into data intake, enabling us to test new revenue streams while streamlining a highly complex asset submission process.
At PropertyGRID, my scope extended beyond core digital experiences, like onboarding and asset upload flows, to designing physical real-world interactions.
To drive engagement at industry conferences like the Clever Summit, I co-designed a live onboarding experience: attendees who completed a quick signup and shared the event on X were gifted a fractional real estate token. This hybrid experiment turned high-value attendees into active users on the spot, generated immediate product feedback, and proved how physical touchpoints can effectively power product-led growth.
