Trezor Safe 7: global launch of the flagship product
Context
Hardware doesn't move deadlines. The launch date was fixed by manufacturing, and everything converged on it: a product sub-identity that had to feel premium without leaving the brand system, physical packaging with unforgiving print lead times, a campaign produced by an external creative agency, and a live keynote in front of an audience and a stream. The risk wasn't any single deliverable. It was incoherence — five workstreams, different teams, different physics of each medium, one brand.
My Role
A launch this size means working at every altitude at once. I owned the art direction of the product sub-identity and the keynote. I directed the marketing team through the campaign. And I went fully hands-on with the print design of the packaging and everything inside it.
Visual sub-identity
The flagship needed its own presence without breaking out of Trezor's world. That was the question to solve: how far can a premium product drift from the master brand? The answer: bold, breathing, more material. A sub-identity built on restraint — letting the hardware itself carry the promise of the premium segment, while never drifting out of the family.
Campaign
The sub-identity then had to survive contact with marketing — social, ads, video, print. I art directed the campaign and the product photoshoot, translating the flagship's restraint into formats built for noise.
Unboxing experience
The box is the first physical touchpoint of a premium product — the moment the promise has to hold in your hands. I designed the print experience: packaging, the get-started manual, and the offline part of product onboarding. The unboxing flow was user-tested before production.
Keynote
Two months of work across four designers, four executives, and a 3D animation studio — all under my art direction. In the last phase, I assembled the keynote design and principles, motion design included. Then the lights went down, and it had to work live, in one take.
Safe 7 launched on date, on every surface, in one voice — and opened the premium segment it was built for. The product went on to win a Red Dot Award for its industrial design and was rated the most secure hardware wallet of 2025 by The Block. The launch itself? The media compared it to an Apple keynote.
Credits
- Out of Nothing
- Campaign, Video, CGI & Photoshoot, Launch Event
- Yiskra Studio
- CGI Support
- Trezor
- Made it all happen
