Leaderboards, levels, rewards, referral systems and division tiers were built directly into the buying and selling mechanics. Brand and product share one visual system, so the gamification reads as native rather than bolted on.
That system grew alongside the first polished screens. Colour, type, spacing and component primitives came from real product needs rather than being defined ahead in the abstract, and over 18 months it stretched with the product as new surfaces and features kept landing on top of it.
Everything was handed over as a fully documented Figma design system, with colour and typography tokens, spacing and component variants, for an external dev team to build against.
