Bluzelle was founded in 2014, when Pavel Bains and Neeraj Murarka realized that opportunities to implement blockchain technology to build a better Internet were all around them. Fast forward to 2019 , Bluzelle is building a Data Delivery Network to ensure businesses never suffer from data breaches, network failures and performance issues. Bluzelle combines decentralized technologies with edge computing to help bring about a faster and more secure internet.

Bluzelle Token Sale ICO Website

The Challenge

Bluzelle required a comprehensive brand audit, and complete online strategy, resulting in multiple design iterations, at predetermined stages of the project. Several key events drove design, these events included:

  • Establishing a basic web presence with new branding
  • Integrate marketing systems, and collect data on interest
  • Heavy content marketing & PR Campaign
  • Whitelist investors for ICO (initial coin offering)
  • Attain 1.5m in initial funding for blockchain startup.
  • Complete 19.5m hard cap token sale with blockchain integration.

Our Approach

Each one of these events required multiple design iterations, features, functionality, and marketing strategies to ensure Bluzelle achieved their lofty goals. To increase the reach of marketing efforts, Hammerhead integrated Medium as a blog system to keep tech users up-to-date with Bluzelle, and Sendgrid to deliver up to 100,000 emails per month to Bluzelle subscribers.  

Hammerhead responsibilities included:

  • Design implementation, functionality, and branding considerations.
  • Medium and Sendgrid marketing program integration.
  • Build server environment capable of supporting 20,000+ active users while blocking potential DDOS attacks.
  • Creating an online KYC (Know Your Customer) form and testing submissions against watch-list (Interpol, Homeland Security, Terrorism, etc) blacklists in order to approve clearance for potential investors.
  • Secure site and integrate with blockchain for the token sale.
Bluezelle Whitelisting for Token Sale ICO

Pre-registration form for ICO.

As part of design iteration and offline branding, Hammerhead disclosed colour codes and typeface information in an online style guide. This resource provided an easy reference for the brand transition.

Mobile-First Design

It is a common belief that responsive design and mobile-first are one and the same. This is not true:

Responsive Design: is a term coined by Ethan Marcotte in 2010, which defines how design will react to screen width.

Mobile-First: progressively enhances the design from a device with the most constraints (mobile) to the device with the least constraints (desktop).

International fundraising means a large influx of users on poor networks, using less powerful devices. We designed mobile-first to provide these users with a great experience during heavy traffic, using less powerful devices, with smaller screens, on poor networks. When considering mobile-first design the conversation must step beyond design considerations to functionality, server, and content delivery considerations as well.

The First Iteration of the Bluzelle website

Third-Party Integration

Attracting, qualifying and white-listing investors, and capturing investment means integrating powerful third-party tools. As the world of ICO is rapidly developing part of this process meant working with incomplete API and developing systems with third-party developers. This type of development is both frustrating and extremely rewarding!

Implementation Deadlines

This project required the team to hit mission-critical deadlines and condense an extremely technical build into tight timelines and sprints. This type of stress requires absolute commitment, and communication from all members of the client, and development teams. We managed communication through Slack, and managed tickets though github to keep the project on track.


This was an amazing success story to be a critical partner of. Helping a brand move from founder-funded to multi-million dollar enterprise cements a teams ability to work and thrive under immense pressure, tight timelines, while creating complex, mission-critical systems.