Matthew Roop
Design Director · Founder
In their own words
Bullpen came to us with a generic brand that wasn’t taking any risks. It didn’t stand out in a crowded space of trading platforms and lacked both excitement and functional clarity.
The design world has become inundated with mindless ‘good’ execution.
Ideas are the seeds of great design systems.
Articles & interviews
- Studio Freight Revamps Bullpen with Bold Crypto-Culture Rebrand
Studio Freight rebranded crypto trading platform Bullpen with a bold, chaotic identity inspired by the culture of crypto meme communities. The new design replaces the detailed bull logo with simplified horns, uses ABC Favorit typeface, and introduces stickers and chat bubble motifs to reflect the energy of online trading spaces. The result is a playful, authentic system that embraces the volatility and humor of crypto culture.
- YEYE Design Studio: The Journey from &Walsh to Zayn Malik
The Brand Identity interviews Matthew Roop and Dylan Chan, founders of Singapore-based YEYE Design Studio, about their journey from working at &Walsh and in startups to running their own idea-led practice. The couple discuss their complementary roles, philosophy of designing from strong concepts, and the studio’s growth through projects like Mixoloshe, ZEBEDEE, and Dadpack. Their story highlights perseverance, collaboration, and a belief in emotionally driven design.