Daniel Sun

Daniel Sun is a web and brand designer for SaaS and Web3 founders, creating identities and websites for teams backed by Sequoia, Founders Fund, Stripe, and Y Combinator.

About

Daniel Sun is a senior web and brand designer with 6+ years of experience working with tech founders — from independent builders to design-driven SMBs — across Fintech, DevTools, Web3, and SaaS. His mission is to make founders more competitive through design, crafting identities, websites, and visual systems that earn trust with investors, open doors to partnerships, and help products stand out.

He has an architecture background and started his creative path with drawing, art, and graffiti while growing up in Ukraine. He is currently based in Valencia, Spain, working with cross-functional tech teams and taking on independent freelance projects.

Career: Senior Web & Brand Designer at Clerk (Dec 2024 – Jul 2026); Senior Brand & Web Designer at O0 Design (Mar 2024 – Dec 2024); Senior Web Designer at Ooze (Mar 2023 – Feb 2024); Middle Web Designer at Heartbeat (Dec 2020 – Feb 2023); Junior Web Designer at HaloLab (May 2020 – Dec 2020); freelance work since Jan 2021.

Services

  • Web design — starts from scratch, defines the goals a site needs to achieve, then shapes structure, navigation, and every UI element around them

  • Development — builds what he designs in Framer or Webflow, including detailed interactions

  • Brand identity — logo, type, colors, patterns, and graphics delivered as one cohesive handoff

  • Illustration — custom icons, product visuals, and isometric scenes to explain products and evoke emotion

Currently open to new collaborations — hello@danielsun.space

Main Pages

  • Home: Portfolio, services, and approach to work

  • Story / About: Background, career history, and design philosophy

Case Studies

Clerk — Brand, web, and marketing design for a developer tools company

Clerk is a San Francisco-based developer tool startup providing authentication and user management infrastructure. Daniel Sun worked as Senior Web & Brand Designer for nearly two years, shaping the website, brand consistency, and marketing visuals. The core challenge: authentication is invisible, so most of the work was translation — sitting with engineers, product, and growth to turn a technical feature into a clear image, page structure, or animation. He shipped new website pages/sections, marketing assets across blog, X, Instagram, YouTube, and handled Clerk's visual presence at events like Stripe Sessions, Next.js Conf, and React Miami. He used Claude, Cursor, and ChatGPT to implement pages and effects directly on the live site, bypassing engineering queues. Services: web design, marketing design, branding, brand research, UI/UX research, illustrations & icons, agent development, design system, swag design, event materials. Tools: Figma, Claude, Cursor, ChatGPT, Illustrator, Photoshop, After Effects.

Dibsy — Fintech brand identity and platform redesign

Dibsy is a Qatari fintech building payment gateway infrastructure for consumers and enterprises. Daniel Sun led a complete brand refresh and platform redesign, researching Qatari history, architecture, and visual tradition to build an identity around desert landscapes and traditional patterns — a new logo, custom patterns, icons, illustrations, and a bilingual (Arabic/English) typography system, documented in a full brand guide. He then extended the system into the platform itself, redesigning core user flows for a bilingual, right-to-left product in close sync with Dibsy's developers. Result: a distinctive identity unlike other payment gateways in the region, and a platform customers can move through intuitively. Services: branding, logotype, brand research, brand guide, mood boarding, UI/UX research, icons & illustrations, web platform design, design system. Tools: Figma, Claude, ChatGPT, Illustrator, Photoshop, After Effects.

Stimulate — Branding, web design, development

Stimulate is a creative marketing agency serving e-commerce and corporate clients. Founder Randy wanted a stronger visual identity to stand out and attract new clients. Daniel Sun developed several brand concepts and, within two weeks, delivered a new logo featuring a lightning bolt symbol plus a brand system of isometric illustrations and vibrant gradients conveying momentum. After positive feedback from social testing, the collaboration expanded into a full website redesign, implemented on Webflow. Services: branding, logotype, brand research, UI/UX research, illustrations, website design, visual direction, design system. Tools: Figma, Webflow, ChatGPT, Illustrator, Photoshop, After Effects.

Caldera — Branding, platform design ("The Internet of Chains")

Caldera is a Web3 infrastructure platform enabling developers to launch high-performance rollups. Following a brand refresh, Daniel Sun redesigned Caldera's website to align with the updated identity and communicate the scale of their technology. Starting with moodboarding, he explored page structures, geometry, color, and typography, delivering full UI/UX design across all pages plus custom isometric illustrations and spot icons within a month. Implementation was on Framer with custom animations, completed in a few weeks. Services: web design, mood boarding, UI/UX research, illustration creation, icon design, visual direction, design system. Tools: Figma, Framer, ChatGPT, Illustrator, Photoshop, After Effects.

Reward Point — Pre-launch brand and product design for a cashback platform

Reward Point is a cashback platform connecting shoppers with retail partners. The founder approached Daniel Sun pre-launch with just an idea, needing the product to look established from day one to earn trust from both shoppers and retail brands. Within two weeks Daniel Sun delivered the identity (a friendly illustration style paired with a credible logo); a week and a half later, a landing page and signup flow designed to minimize drop-off. Total turnaround: three and a half weeks from concept to launch-ready. Services: branding, logotype, brand research, UI/UX research, illustrations, website design, visual direction, design system. Tools: Figma, ChatGPT, Illustrator.

Ruby — Branding, web design, development (YC graduate, fintech)

Ruby, a Y Combinator graduate, serves e-commerce, SMEs, and corporate clients in fintech/banking. Its technical founders wanted a brand matching their market ambitions and investor expectations. Daniel Sun refined their existing symbol into a more distinctive mark, then built a mature, modern brand identity through iterative rounds with the founding team. He then designed and built a new Framer website focused on engaging B2B clients, structured to build trust with corporate partners and simplify decision-making. Services: branding, logotype, brand research, UI/UX research, illustrations, website design, Framer development, visual direction, design system. Tools: Figma, Framer, Illustrator, Photoshop.

Artem Astakhov — Web design, development (personal portfolio)

Artem Astakhov is a Sales and Product Management professional who needed a portfolio site to elevate his professional presence. Daniel Sun developed a skeuomorphic personal brand style — a monochrome base contrasted with vibrant ocean-inspired gradients — and built an interactive Framer portfolio with custom icons, illustrations, subtle micro-interactions, and animations to present his career story, case studies, and recommendations. Services: website design, Framer development, visual direction, UI/UX research, moodboarding, portfolio research, icons & illustrations, animations. Tools: Figma, Framer, Claude, ChatGPT, Illustrator, Photoshop, After Effects.

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