Block Dojo

Brand and marketing development for Startup Incubator in UK

Role

Senior Designer

Industry

B2B Fintech

Duration

Ongoing

Block Dojo animated logo
Block Dojo animated logo
Block Dojo animated logo

Context

Block Dojo is a 12-week incubator program helping early-stage startups turn ideas into investable businesses. As the senior designer, I contributed to the brand’s transformation to better reflect its ambitious, dynamic energy, with a sharp focus on improving digital engagement across touchpoints.

Context

Block Dojo is a 12-week incubator program helping early-stage startups turn ideas into investable businesses. As the senior designer, I contributed to the brand’s transformation to better reflect its ambitious, dynamic energy, with a sharp focus on improving digital engagement across touchpoints.

a cellphone leaning against a wall
a cellphone leaning against a wall
a cellphone leaning against a wall
newsletterA gif
newsletterA gif
newsletterA gif

Making Movement Matter

To bring energy and attention to the brand, I created motion design pieces from animated logos to newsletter GIFs and deck transitions.

Motion wasn't just aesthetic. Research shows motion increases attention and recall, and this was reflected in positive feedback and performance:

  • +218% uplift in click rates from previous event promoting newsletter

  • Attendees who received the A/B test newsletter said they would adopt the practice of using motion in their email campaign as well (which makes me really happy)

Newsletter A
Newsletter A
Newsletter A
Newsletter B
Newsletter B
Newsletter B

Smarter Newsletter, Higher Engagement

Block Dojo's monthly newsletter typically performs well, with a solid baseline open rate of 30-40% and a click rate of 3-4%. That said, event-related campaigns have occassionally seen lower-than-expected sign-up traction. To address this, I conducted a review of past events emails, restructured our newsletter system, and applied user psychology principles alongside email marketing best practices to optimise performance.


✅ Key actions:

  • Content structure and CTA placement

  • Designed graphic-led layouts with a single, focused CTA

  • Create templates to FluentCRM for non-designer use


🎉 Results

  • 52 new sign up to the event after 72 hours on newsletter A/B testing

  • 222% decrease in unsubscribe rate

  • Newsletter A (on the left) has over 9% and 50%, click rates and open rates, respectively

Smarter Newsletter, Higher Engagement

Block Dojo's monthly newsletter typically performs well, with a solid baseline open rate of 30-40% and a click rate of 3-4%. That said, event-related campaigns have occassionally seen lower-than-expected sign-up traction. To address this, I conducted a review of past events emails, restructured our newsletter system, and applied user psychology principles alongside email marketing best practices to optimise performance.


✅ Key actions:

  • Content structure and CTA placement

  • Designed graphic-led layouts with a single, focused CTA

  • Create templates to FluentCRM for non-designer use


🎉 Results

  • 52 new sign up to the event after 72 hours on newsletter A/B testing

  • 222% decrease in unsubscribe rate

  • Newsletter A (on the left) has over 9% and 50%, click rates and open rates, respectively

a cell phone on a bench
a cell phone on a bench
a cell phone on a bench

Support the Website Evolution

Alongside the Creative Director, I helped refine our colour system and design benchmarks by researching other UK incubators. I designed the Partner and Portfolio page, and polished layout for key moments:


📊 In the first 2 weeks post-launch:

  • 21.3% drop in bounce rate

  • +28s average time on site

Takeaways

This project blended design systems, brand expression, and marketing strategy. It strengthened Block Dojo's identity across channels and set the new groundwork for future growth.

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Lily Lalita ❀ Digital Designer

Let’s talk projects, collaborations, or anything design!

lily.lalita.design@gmail.com

Lily Lalita ❀ Digital Designer

Let’s talk projects, collaborations, or anything design!

lily.lalita.design@gmail.com

Lily Lalita ❀ Digital Designer

Let’s talk projects, collaborations, or anything design!

lily.lalita.design@gmail.com