A name for a simpler way to pay.

LI.FI builds software that moves digital assets between networks. Path needed a clear name and story for a simple task: putting money into an application.

My role: Naming, positioning, communications
Delivered: Product name, key messages, launch plan

Original Path concept board showing four payment product designs

Path concept exploration · January 2026

The idea

Start with the action.

I named the product Path and framed its story around making a deposit. That gave developers and business teams a clear way to understand what the product was for.

I wrote the positioning and key messages, set the tone, and planned launch communications in phases.

Wordmark concepts

Path graphic elements and letterform studies — Shapes and identity elements

Path T-shirt and poster concepts with irregular black letterforms and thin blue orbit lines — Merch concepts · January 2026

The system

A visual direction
for the product.

The visual exploration gives the name a world of its own: routes, movement, and a clear destination.

Four original Path interface concepts in orange, cream, and blue — Original concept board · January 2026

Next projectAmbire

A name for a simpler way to pay.

Start with the action.

A visual direction for the product.

Tell me what you’re building.

A visual direction
for the product.

Tell me what
you’re building.