Crypto-backed lending platform designed to provide fast, flexible access to liquidity without requiring users to sell their assets. The work focused on restructuring the entire product experience, from core UX flows to a refined, scalable UI system, bringing clarity to complex financial interactions and improving usability across the platform. In parallel, the visual presence was elevated through a light brand refresh, ensuring a more cohesive and trustworthy identity. This extended into designing and launching a new marketing website, supported by a clear product strategy and campaign direction, positioning APX as a modern, compliant, and user-focused player in the evolving crypto lending space.