Full Brand Identity · Web3 Platform · VP / Art Director
The Challenge
Web3 is littered with brands that look like they were designed by the same three templates. Most chase credibility by looking expensive and saying nothing. BNice had the opposite problem. They had too much to say. Operating simultaneously across art, sports, finance, education, and entertainment, they had genuine range and genuine ambition but no unified brand language to hold it together. Without coherence, they risked looking like another fly-by-night crypto play instead of the creative platform they actually were. One bar defined everything: the brand had to hold its own in a Discord thread at 2am and on the floor of Art Basel. Those are not the same context. Most brands choose one. BNice needed both.
The Process
I came in as VP and Art Director, which meant the brand thinking and the visual execution developed in lockstep. No strategy deck was handed off to a designer. No visual direction was disconnected from the positioning. I built both simultaneously. Identity went up first: logo, color system, typography, full style guide, and media kit. Every decision was made with cross-context durability in mind. Would this hold at sticker scale? Would it read on a car vinyl wrap? Would it feel intentional next to fine art? The holographic gradient identity became the connective tissue of the system. It was distinctive enough to own and flexible enough to stretch across verticals without breaking. From there, the brand expanded outward into a corporate website, Web3 NFT minting portals, and a curated gallery experience with UX built to match the brand’s credibility positioning. Physical touchpoints followed: apparel, car vinyl wraps, signage, event collateral, photography and videography for live events, and social content. Every asset, from a sticker to a minting interface, had to feel like it came from the same intentional hand.
The Outcome
BNice launched with a brand infrastructure strong enough to scale across multiple verticals without losing coherence. The visual system translated cleanly from crypto communities to live events, giving them the cross-context credibility that builds lasting trust. The rebrand drove a 30% improvement in brand recognition and a 40% increase in user engagement across their Web3 platforms.
Disciplines: Brand Strategy · Identity Design · Style Guide · Web Design & Development · NFT Platform UX · Merchandise · Environmental Design · Event Photography & Videography · Social Content
