A complex product, a hard deadline, and a website that had to do the explaining.

Naka is not a company that needs to be told what it is. Acquired by Tether, operating across three jurisdictions, building the payment infrastructure that lets stablecoins function as real-world money — they knew their product, their market, and their position.

We approached Naka with a detailed analysis of their digital presence and a concrete plan for how we believed it could better reflect the company they had built. The existing website was structurally sound in places, but it was not doing justice to the product behind it. The visual language had drifted from the brand. The copy, though technically thorough, was not structured to guide different types of visitors toward what was relevant to them. And the animations — present throughout — were decorative where they could have been explanatory.

We laid out what we saw, what we believed needed to change, and how we would approach it. Naka evaluated the proposal and decided to move forward with us. Two months before a major international conference in El Salvador, we had a brief, a deadline, and work to do.

Naka’s product is genuinely difficult to communicate. Their infrastructure touches stablecoin payment rails, self-custodial cards, a modular POS network, and a suite of B2B programs for issuers, acquirers, and payment partners. Their audience is not one type of person — it includes fintechs evaluating infrastructure partnerships, merchants considering payment solutions, and enterprise clients doing compliance due diligence.

The previous site treated all of them the same. It also relied on a flat grey palette that had moved away from Naka’s brand identity, and on animations that played throughout without communicating anything specific about how the product worked.

Our job was to fix the structure, sharpen the visual identity, and make the product legible to every type of visitor — without oversimplifying it for the ones who needed the detail.

Before a single pixel gets placed, we need to know how a client sees the world — not what they say they want, but what they actually respond to.

We sent Naka five reference websites and asked them to grade each one from one to ten. No briefs, no explanations — just a number. Those numbers told us more about their visual instincts than any mood board conversation would have. Based on their responses, we sent ten more. By the end of that exercise, we had a precise read on what felt right, what felt wrong, and where the line sat between the two. That became our creative compass for everything that followed.

With direction established, we moved to the homepage wireframe — presenting distinct structural concepts that each reflected a different strategic decision about hierarchy, audience, and narrative order. Naka selected a direction and we moved forward from it.

The process from there was sequential and deliberately tight. Each page was designed, reviewed, and confirmed before it moved into development — no parallel tracks, no going back. Once a page was signed off, it was built. That discipline kept the project from accumulating debt that would have been impossible to clear in an eight-week window.

Animations followed the same logic. We presented approaches that showed different relationships between motion and content, Naka selected a direction, and every animation on the final site was built from that single approved concept. Nothing was added for atmosphere. Everything was built to explain something.

After development, we ran full bug testing across devices and browsers, collected final feedback, and worked through a structured round of fixes before sign-off.

Then came the legal hub.

Structure before design.

Before touching a layout, we mapped what Naka needed to communicate and to whom. We separated the narrative so that each type of visitor — infrastructure partner, merchant, compliance officer — could find their path through the site quickly. The structure was built around that clarity. The design came last, as the delivery mechanism for what the content and hierarchy had already established.

Animations that explain, not decorate.

Every animated sequence on the new site maps to a concept. One walks through the steps of Naka’s modular payment infrastructure. Another shows the range of stablecoins and blockchains the network supports. A third demonstrates how Naka integrates with a client’s existing stack. These are not aesthetic choices — they are the site doing the work that a sales deck used to have to do.

A visual identity restored.

The previous site had moved away from Naka’s brand green — the palette had become almost entirely grey. We reintroduced the brand colour as a deliberate accent: present on the elements that mattered, never overwhelming the overall restraint of the design. The difference between the two sites, visually, is the difference between a company that does not know who it is and one that does.

A legal hub built for scale.

Naka operates under strict regulatory frameworks across three jurisdictions and holds ISO 9001 and ISO 27001 certifications. Maintaining those certifications requires that all legal documentation remain continuously accessible. As part of the project scope, we designed and built a dedicated legal hub — a custom interface that organises documents by entity, type, and jurisdiction, each linking directly to the underlying file. It is navigable in seconds and structured to signal governance credibility to partners and regulators at a glance.

The first time the site went live, a technical issue emerged in the legal hub: document cross-referencing was not routing correctly across the full document set.

Under Naka’s ISO certification terms, legal documentation cannot be inaccessible for more than six hours. With their team we identified the issue, assessed the time required to resolve it properly, and made the call to revert to the previous site before the window closed. A few days later — with the architecture rebuilt and fully validated — we launched again. The site has been live without incident since.

We kept Naka’s certification intact, communicated clearly throughout, and delivered a stable site on the second launch.

Naka debuted the site at their conference in El Salvador. It performed exactly as it needed to — clear enough for a first-time visitor, credible enough for a seasoned investor, and detailed enough for a technical partner doing compliance due diligence.

The response from the Naka team was strong. The site has since drawn consistent, unsolicited praise from people across the industry — not because of how it looks, though it looks good, but because of how well it works.

↗ Visit naka.com