thirdweb

LEAD DESIGNER

BRAND DEVELOPMENT | ART DIRECTION

FEB 2022 – AUG 2023

Platform & development toolkit for building web3 apps. As the first design hire at this startup, I established the brand identity and design systems from inception.

thirdweb’s Series A announcement | Creative Lead: Cathal Berragan, Art Direction: Anshu Tukol, Video & Animation: Sian Morton, Andrew Begafria

The Solution

I built on the existing logo to develop an identity and set up design conventions that were adopted across teams, including easy-to-use templates. As a part of the growth team, I applied our brand across various marketing campaigns, launches, and social media efforts.

The Opportunity

As an early-stage tech startup in web3, thirdweb not only required a cohesive brand identity that could scale and iterate as quickly as it grew, but also faced the challenge of looking and feeling accessible to audiences that were not so familiar with web3.

Brand Book

Hackathon: Solanathon

thirdweb received several requests to make its tools compatible with the blockchain Solana.

To commemorate this integration and encourage developers to build on Solana using thirdweb, ‘Solanathon’ was launched.

I took a whimsical approach while branding this hackathon, inspired by Solana’s asset library.

Launch Video: Loyalty Programs

Challenge

thirdweb’s new product, that helps build effective loyalty programs in web3 as compared to outdated technology, called for a punchy launch video.

However, we ran into some technical issues; the key footage we received from our engineers turned out pixelated with choppy audio. There was no time left to re-record either.

Solution

After a quick team brainstorm, we decided to remedy this by making the pixelated quality look intentional. I designed frames inspired by 90s Windows Media Player visuals to highlight how outdated the previous technology is, yet appeal to the nostalgia of 90s tech which helped to counteract the fear and skepticism that comes with web3 .

The video was a success and has 13k views on Twitter.

Creative Lead: Cathal Berragan, Art Direction: Anshu Tukol, Video & Animation: Sian Morton, Andrew Begafria

Marketing Activation: thirdweb x Paper

To promote thirdweb’s recent acquisition of Paper (a nascent web3 infrastructure startup) an NFT collection leveraging Generative AI was launched on several popular blockchains.

I led the collection’s art direction, created each NFT using GenAI and designed the landing page for the activation. Each chain-specific NFT featured artwork that incorporated the chain’s branding.