Krak is Kraken’s new global money app. A clean, intuitive way to send, spend, and receive crypto across borders and currencies. For free. Think PayPal or Venmo, but way smoother, and built for people who are curious about crypto but don’t speak candlesticks (yet).

New product = new voice

Krak isn’t for traders. It’s for everyone else. The crypto curious, the casual investor, the person who just wants to pay their friend back in Fartcoin. So it needed a voice to match. I developed a new tone: light, clear, and helpful. It keeps things simple without dumbing anything down. Friendly and straight-forward AF.

Getting the world hooked on Krak

I wrote the full set of brand voice guidelines for Krak, then worked closely with design and product teams to bring it to life everywhere. From launch materials (including a massive interactive billboard in Piccadilly Circus) to onboarding flows, landing pages, App Store copy, digital ads, and way beyond.

Money without the mental load

Krak had to feel easy. Because crypto often doesn’t. Every word in the messaging had to do a job: explain, guide, reassure, or invite. I worked closely with the design and marketing teams to make sure every microcopy moment supported that goal. Think helpful, human language and calls to action that make money feel fast, accessible, and borderless.

Up your Krak intake

Krak is just getting started. Let me know if there are more work samples or projects I can provide.