Webflow
Figma
Overview
This website started as a blank page. Literally. It's the first thing the company ever put in front of a buyer.
Prax Labs had built something genuinely new: an AI-native operating system that checks blockchain transactions and enforces rules before they ever execute. The founders had come from the team behind one of the most secure MPC trust systems around, so the technology was real, and so was the problem it solved.
What they didn't have was any way of telling people about it. No website, no visual identity, no explanation that made sense to anyone who wasn't already deep in the space. When I arrived, not a single page had been designed. Not a line of copy written. Not even a color picked.
The brief, as briefs go, was a big one: make Web3Firewall look and sound like the category leader it intended to become. Credible, precise, and clear enough that a CISO could get it without sitting through a 30-minute briefing.
Web3Firewall isn't a better version of anything. There was no "like X, but better" to lean on, because X didn't exist.
Outcome first, then how it works, then what it does, then proof. One scroll that walks a buyer from confused to convinced.
A full multi-page site on a Webflow CMS the team now runs on their own, live at web3firewall.xyz.
Impact · What shipped
A category-defining brand, built from nothing.
01 / Problem
A completely new product in the market
Say "pre-signature AI transaction security" to a blockchain engineer and their eyes light up. Say it to the procurement person who actually signs the cheque and you'll get a polite, blank stare. The homepage couldn't say "like X, but better," because there was no X. It had to invent the category and explain the product, both at once.
I built the page as one deliberate journey. First the outcome (what you get), then the mechanism (how it works, shown as a step-by-step transaction flow), then the capabilities (what each module does), and finally the proof (who's behind it). By the time you reach the button at the bottom, you've gone from "what on earth is this" to "ah, I see why I need it." The category problem, it turned out, was really a sequencing problem in disguise.
The transaction flow diagram, showing how AI analysis happens at each stage before a transaction executes. A technical idea you can follow at a glance.
02 / Problem
Selling security when you have no track record.
Security is a trust purchase, plain and simple. When you're asking a CISO to route their exchange's entire transaction flow through your system, the first question is always "and who are you, exactly?" A brand nobody has heard of starts with a credibility deficit, however impressive the founders' CVs. And we certainly couldn't outspend the competition to fix that.
So I showcased trust wherever it could be done. DEKRA, GDPR, MiCA, NIST and OWASP badges are used repetitively across the website, along with the credentials of the founders. And the design itself does a lot of the reassuring: dark, precise, technical, with nothing that smells of a startup dressing up as a security company.
03 / Problem
Five audience types, and one website.
I split the story in two. The homepage answers "what is this?" and the solutions pages answer "why should I, specifically, care?" A Solutions dropdown gives each audience its own door in. Every solutions page shares one structural template, so it was quick to build in Webflow and easy to extend whenever the product grows into a new segment.
Exchanges
Simulate customer withdrawals before processing to catch flagged contracts and odd routing.
Custodians
Simulate outbound transactions before authorization and flag unauthorized state changes.
Infrastructure providers
Offer pre-broadcast simulation to downstream clients via API, without building their own engine.
MSSPs
Fold Web3Firewall's risk scoring into existing monitoring and incident-response workflows.
Stablecoin issuers
Enforce sanctions and policy checks on mint, burn, and transfer flows before they settle.
Selected Screens
The homepage and three other pages across the site.
Outcome
Web3Firewall is live at web3firewall.xyz. It launched with a full homepage, a product page, five audience-specific solutions pages, a blog, and a careers section, all sitting on a Webflow CMS the team now runs and grows entirely on their own. Which was rather the point.
What got shipped: the visual identity and color system, the information architecture, the copy structure for the homepage and every solutions page, and the full Webflow build with CMS collections for Blog, Cases, and Solutions. All of it starting from day zero.
Related Case Study
The other half of the story: a 0-to-1 platform design for the enterprise app itself, the AI-native security system exchanges and custodians use to stop bad transactions before they ever reach the chain.
View case study