# Valorem Protocol: Options trading for decentralized finance

> Valorem built a protocol for trading options in decentralized finance. We set its positioning and identity in a two-week sprint, then designed its website, app and pitch decks.

- URL: https://cultmethod.com/work/valorem-protocol/
- Type: Case study by Cultmethod
- Sector: DeFi options protocol
- Scope: Positioning, messaging, identity, website, app design, pitch decks
- Engagement: Sprint in March 2022, then on and off through 2023

## The brief

Valorem was building a protocol for trading options in decentralized finance. The team wanted visitors to leave its site feeling “I trust it and it doesn’t seem overwhelming.”

## What we made

Positioning and messaging, a logo and symbol, colors and gradients, templates for social media and GitHub, and the website. We then designed the app’s interface and two pitch decks.

## The tagline

“Try a different angle.” came out of our positioning workshop, where the team listed “We allow users to try different angles” among its beliefs.

## What the work includes

- Home page: Valorem home page with the headline "Permissionlessly trade options, on any ERC20 token." and Launch app and Join Discord buttons on a blue gradient
- Combination mark: Valorem combination mark, three stacked triangles beside the lowercase wordmark, in white on blue
- Symbol: Valorem symbol of three downward-pointing triangles in near-black on muted purple
- New option form: App screen titled "Write new option" with fields for the exercise asset, the underlying asset, and the contract terms
- Pitch deck: Two pitch deck slides: a cover reading "Valorem: DeFi options" and a slide comparing $1 trillion in onchain spot trading volume with $100 million in onchain derivatives trading volume
- GitHub banners: GitHub repository banners reading "Clear" and "Trade" on blue gradients, each with the Valorem combination mark
- Option details: Option details window for a "WETH/DAI Long Call" showing its value, contracts, strike price, assets, and dates above an Exercise option button
- Tagline: The line "Try a different angle." in dark type on a muted purple gradient
- Pitch deck projections: Two pitch deck slides: a bar chart of "Projected annual protocol revenue" rising to $5M against projected notional volume, and a slide headed "0 → 1"
- Mobile pages: Three mobile pages of the Valorem site: the home page, feature cards for "Permissionless and efficient" and "Fair and secure," and a roadmap headed "When can I use Valorem?"