Cheryl Li

A Bold Identity for Web3’s Cultural Vanguard


Client: Double Down
Agency: Bullish
Year: 2022

Team
Creative Director: Nate Moore
Creative Designer: Jake Tieman
Creative Designer: Cheryl Li
Strategy Director: Alexa  DePasquale
Project Manager: Laura Hockstad Double Down is a brand built for Web3’s most enduring builders—those with a long-term vision for a distributed, utility-driven future. Positioned at the intersection of technology, dopamine, and real-world use, Double Down is not just investing in Web3—it’s making it real for the masses. As the only consumer-focused investor exclusively backing Web3 businesses that push culture forward, Double Down is where conviction meets community.

We developed a visual identity system rooted in the personality of founder Magdalena Kala—a Harvard grad, seasoned VC, and unapologetic Nike fanatic. Her sharp insight and cultural fluency shaped a brand that’s just as confident and driven as she is. The design pulls from her inspirations: bold, high-contrast typography, a fearless color palette, and energetic layouts that mirror the dynamism of the space she’s helping build.

More than just a VC fund, Double Down is a rallying point for a new generation of Web3 believers. The brand invites like-minded founders, creators, and thinkers to double down on their conviction—and shape what’s next, together.
















© CherylLi — 2025