# Se.ro

A network for the people building web3.

- Client: Se.ro, the product spun out of Serotonin
- Role: Founding Product Designer
- Year: 2026
- Made: brand, product, web, 3d
- Sector: web3

## Brief
An events and content platform for crypto, web3 and AI: Luma-style events meets Substack-style writing, built by a small team moving fast.

## What Ryan did
- Built the brand from zero: guidelines, visual language, social and asset direction.
- Shipped a design system in Figma and translated it to code with Claude Code and Storybook.

## Outcome
- The design system was adopted in the product, raising consistency and shipping speed across a small team without dedicated design ops.

## Frames
- [Phone on a dark surface showing an events app greeting with a Solana Breakpoint card](https://lass.is/media/website/web-1.jpg)
- [Blender viewport with the Se.ro symbol modelled as a glossy 3D object](https://lass.is/media/website/web-9.jpg)
- [White tote bag printed with the Se.ro symbol and wordmark draped over a wire chair](https://lass.is/media/projects/01-sero/01-5.jpg)
- [Se.ro Feed on desktop: a Brain Food research feature beside a Trending list of web3 news](https://lass.is/media/projects/01-sero/01-p01.jpg)
- [Se.ro Feed on iPhone with the Brain Food feature card and Trending stories](https://lass.is/media/projects/01-sero/01-p02.jpg)
- [Se.ro Events on desktop](https://lass.is/media/projects/01-sero/01-p03.jpg)
- [Se.ro Events on iPhone](https://lass.is/media/projects/01-sero/01-p04.jpg)
- [Se.ro event list on iPhone: WebSummit Lisbon, Devconnect Argentina, DuneCon and more with attendee counts](https://lass.is/media/projects/01-sero/01-p05.jpg)
- [Se.ro Explore on desktop](https://lass.is/media/projects/01-sero/01-p06.jpg)
- [Se.ro Explore on iPhone](https://lass.is/media/projects/01-sero/01-p07.jpg)
- [Se.ro Inbox on desktop](https://lass.is/media/projects/01-sero/01-p08.jpg)
- [Se.ro Inbox on iPhone](https://lass.is/media/projects/01-sero/01-p09.jpg)
- [Se.ro #general community channel on iPhone with member posts and a Sero Session card](https://lass.is/media/projects/01-sero/01-p10.jpg)
- [Se.ro Events on desktop grouped by month, from Digital Asset Summit to Bitcoin 2026, with an Activity panel](https://lass.is/media/projects/01-sero/01-p11.jpg)
- [Three dark mobile event screens for Consensus Miami, Devconnect and ETH Denver on a light slide](https://lass.is/media/projects/01-sero/01-3.jpg)
- [Angled iPhone render showing a dark Se.ro member profile with colourful interest tags](https://lass.is/media/projects/01-sero/01-2.jpg)
- [Se.ro search panel listing events, communities and people](https://lass.is/media/projects/01-sero/01-p12.jpg)
- [Se.ro website hero reading 'The people building web3' above tilted event and article cards](https://lass.is/media/projects/01-sero/01-4.jpg)
- [Dark Se.ro landing page reading 'Follow the onchain market' over a halftone wave graphic](https://lass.is/media/projects/01-sero/01-6.jpg)
- [Se.ro landing page on iPhone reading 'Follow the onchain market.'](https://lass.is/media/projects/01-sero/01-w02.jpg)
- [White Se.ro molecule-style S symbol on a black square](https://lass.is/media/projects/01-sero/01-1.jpg)
- [The Se.ro logo: the molecule symbol beside the sero wordmark in white on black](https://lass.is/media/projects/01-sero/01-b01.jpg)

Related: [Serotonin](/work/serotonin.md) · [Conviction](/work/conviction.md)

Page: https://lass.is/work/sero · [Hire Ryan](/hire.md) · [All projects](/index.md)