Kim Nielsen
Tlf: 61130500
kim@kimnielsen.org
Welltrado – Creative lead, retrospective
- Company:Welltrado
- Role:Creative lead
- Contributions:Design, Strategy, Concept Development, Branding, Writing, Pitchdecks, Motion Design, Manuscripts. etc.
As Creative Lead and strategic co-founder of Welltrado, I guided the form, vision and strategy behind a platform that brings together multiple P2P lending platforms, simplifying how investors navigate and diversify their portfolios. P2P lending enables direct connections between individuals, bypassing traditional banking, and offering faster, more accessible financing for those often underserved.
Crypto ICO fundraising (Initial Coin Offering) is a method used by blockchain and cryptocurrency startups to raise capital by selling tokens or digital assets to early investors. In an ICO, the startup issues tokens, often linked to the functionality of their platform or ecosystem, in exchange for established cryptocurrencies like Bitcoin or Ethereum, or sometimes even fiat currency. These tokens can later be used within the platform or traded on cryptocurrency exchanges. ICOs became popular as a way for startups to secure funding without going through traditional venture capital or stock offerings, leveraging blockchain technology to reach a global pool of investors.
After a couple of years maturing and refining the Welltrado platform, we launched our ICO in 2018 to raise capital and accelerate development. The ICO was designed to fund the expansion of our P2P lending aggregator, which integrated blockchain technology to offer both crypto and fiat users enhanced transparency, security, and global transaction efficiency.
The challenge of communicating Welltrado’s value proposition to retail investors was significant, as many were unfamiliar with P2P lending—a niche in the financial world. The key was to distill complex financial concepts into clear, compelling messages that demonstrated Welltrado’s benefits. To address this, we developed four core value points: diversification, cryptocurrency, cross-border lending and transparency.
The vignettes
To support this messaging, I designed modern, eye-catching 3D illustrations that visually conveyed these benefits in a sleek, accessible way. These visuals were crucial in helping investors grasp the unique potential of Welltrado, particularly for those less familiar with the P2P lending landscape.
The accolades
d10e is a leading conference series focused on fintech innovation. Welltrado won both the audience and judges' awards at d10e, highlighting its innovative approach in the P2P lending and fintech space
Welltrado was selected to participate in Google's CEE All Stars event, held at Campus Warsaw, which brought together 40 of the most promising Central and Eastern European startups with top venture capital firms.
Welltrado secured 2nd place in a fintech competition hosted by Rietumu Bank, recognizing its innovative approach in the P2P lending space. This achievement highlighted the platform’s potential to impact the financial technology landscape
Welltrado was selected for Fintech Startupbootcamp in Singapore, gaining access to mentorship, industry leaders, and a global network of investors to support its growth in the fintech space. More than 400 applications in the competition.
The Terminal
The Welltrado Terminal is an effective, user-friendly dashboard designed to simplify P2P lending investments. It aggregates real-time data from multiple P2P platforms into one intuitive interface, allowing users to easily compare, diversify, and manage their portfolios. My design focused on creating a visually engaging and streamlined experience, making complex financial data accessible to both seasoned and new investors.
The Cards
After refining our understanding of the target audience and testing the vignettes, we decided to complement them with six easily digestible core messages, crafted in a more casual, crypto-friendly language. These messages were designed to break down Welltrado’s value in a way that resonates with crypto enthusiasts and retail investors alike.
The Whitepaper
Creating the whitepaper for Welltrado was a complex and demanding task. Jesper Sodemann authored over 50 pages of detailed content, covering intricate topics like P2P lending, blockchain integration, and Welltrado’s solutions. My primary focus was on the visual design, where I organized and structured the information using our established design language. However, in the flexible environment of a startup, I also contributed to the writing, ensuring that the text was not only clear but aligned with the visual flow. The goal was to simplify complex material and make it both engaging and accessible, effectively communicating Welltrado’s value to a diverse audience.
The Logo
The Welltrado logo, which I designed, features a clean, stylized “W” intended to appeal to the Web3 and crypto communities. I focused on creating a modern, minimalist design that reflects the forward-thinking nature of the platform. The simplicity of the logo aligns with Welltrado’s emphasis on innovation in decentralized finance, while maintaining a professional and approachable look that resonates with a tech-savvy audience.
My own meandering experience.
(and the fate of the project.)
Looking back, my time with Welltrado was a rollercoaster. We raised millions of DKK, but much of it was quickly spent on advertising as we fought to stand out in a rapidly growing and competitive market. Despite the solid foundation of our project—evidenced by the fact that we won three accolades for our approach—the high costs of banking licenses and compliance requirements became insurmountable. Eventually, we had to make the difficult decision to abandon the project. The era of ICO fundraising felt like a gold rush, chaotic and full of excitement, but one our team wasn’t fully prepared to navigate.
We didn’t want to play the game of overpromising or embellishing, as so many others did in that space. Our focus was on transparency and honesty, which made our project appear less flashy but ultimately more credible. Ironically, it was that very integrity that earned us recognition in the form of awards, but in a time when hype drove investment, it was hard to compete with projects making far-fetched claims.
On a personal level, it was a fascinating yet disillusioning experience. The sheer amount of manipulation, unethical behavior, and shady money flowing into the industry was not what I had imagined when we started. I never wanted to become part of the “cryptobro” culture, focused on hype and quick profits. For me, the goal was always to use crypto to create real opportunities for the unbanked, especially in developing countries—an ambition that crypto is uniquely positioned to fulfill.
The whole team shared this vision, and we believed in the power of our project. But trying to achieve that in a speculative and volatile environment, where investors often sought quick returns over meaningful impact, became a challenge we didn’t anticipate. In the end, while Welltrado had strong foundations, the climate of the ICO craze wasn’t aligned with the long-term, ethical goals we set out to accomplish. It was a valuable learning experience, but one I wouldn’t want to repeat in the same way.
