Grayscale·2024
Web redesign for the world’s largest crypto asset manager
Clay partnered with Grayscale over multiple years to reshape its digital presence, redesigning the main website and creating a dedicated ETF subdomain. The result was a more unified, polished experience that brought the brand’s new identity to life across product, education, and marketing touchpoints.
Challenge
Grayscale’s website needed to keep pace with both its refreshed brand and its expanding product portfolio. The team had to make complex crypto offerings, historical context, and educational content feel easier to explore while preserving the credibility expected from a major asset manager.
Solution
Clay translated Grayscale’s brand book into a digital system that balanced institutional clarity with crypto-native energy. The redesign introduced simpler product navigation, dedicated asset and ETF experiences, reusable modular components, stronger data presentation through tables and graphs, and a mobile experience tailored for usability across devices.
Results
The engagement delivered a more cohesive brand experience across the main site and ETF subdomain, with clearer navigation, more flexible content management, and a stronger foundation for product growth and crypto education. The case study does not publish numeric performance outcomes, so it is better to present the impact qualitatively.
Digital Experience
The project modernized how Grayscale presents its products online, from high-level portfolio discovery to detailed asset information and ETF storytelling. Clay also created a knowledge hub for educational content and a modular design system that helps the platform scale as new offerings are introduced.
Technologies & Tools
Web DesignDesign SystemIllustrationMotion DesignDevelopment
We loved working with Clay – they are professional, creative, and thorough. You’ll find a partner who feels equal ownership over the look and feel of the website as you do.
Seres Lu, VP of Marketing, Grayscale Investments
