project

“Marble sculpture of head of Michelangelo’s David falling and dripping in pink paint on black background” – MidJourney V4

the brief

We are a fast-growing blockchain business in the art industry, looking for an experienced consultant to provide guidance in our business direction, tokenomics strategy, art direction and branding efforts. We are seeking an individual who can bring their expertise to help us streamline our operations, improve our artistic curation and onboarding, as well as ensure that our brand is effectively represented across online and all our events.

deliverables:

  • Consult and provide guidance on our business direction and strategy, taking into account industry trends and customer needs
  • Develop a comprehensive tokenomics strategy that aligns with our business objectives, supports our ecosystem and maximises the value of our NFTs
  • Lead the business’s art direction, including curating artists, onboarding new talent and ensuring that all artwork aligns with our brand and vision
  • Design, dress and produce all event materials, including signage, banners and promotional items
  • Redesign our website to improve user experience, streamline our online offerings and ensure that our brand message is effectively communicated

721

seven cities, twenty-one artists

In order to help establish Ethereal Collective in the art world, I developed a concept that involved creating 21 exhibitions across seven cities. To achieve this goal, I would find, curate and onboard 21 up-and-coming artists who were keen to create their first solo show as an Ethereal Collective resident artist.

Each artist would be tasked with creating 21 unique physical art pieces, each of which would be 3D scanned to create a digital model and NFT, allowing the art to exist in both the real and digital worlds.

contract architecture

Initially, Ethereal’s contract architecture was pretty boilerplate. I proposed a significant rework, which would provide more transparency and functionality to holders that would increase the likelihood of generating returns.

website redesign

Ethereal’s V1 website was lacking cohesive direction and functionality. The proposed V2 design allowed users to not only understand the core business model. It also allowed art token holders to upload and manage artwork that they wished to be display at exhibitions.  

event materials

Before event 721, Ethereal Collective held AMA events with leaders in the blockchain space alongside digital screens that their art token holders could display artworks on. I art directed and produced a large majority of the event material for these first events.