SYKY
Creator Meets Curator
Art Direction
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UX/UI Design
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Product Strategy
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Launch Strategy
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Art Direction + UX/UI Design + Product Strategy + Launch Strategy +
THE RUNDOWN
Backed by Alexis Ohanian’s Seven Seven Six, and led by former Ralph Lauren executive Alice Delahunt—SYKY launched a unique marketplace that bridges the gap between digital and physical fashion.
The platform made its debut by selling NFTs of pieces from emerging designers during London Fashion Week.
The Executive
Summary
As Product Design Director, I led the foundational strategy, UX architecture, and product steering for SYKY from the genesis stage, reporting directly to the Founder/CEO and CTO. The objective was to transition an early-stage Web3 venture into an enterprise-grade ecosystem that commands premium collector capital.
By designing a luxury-first digital interface that isolates complex blockchain mechanics behind a seamless editorial layer, my team established a scalable, multi-product design system. This framework seamlessly integrated Web3 asset verification with premium physical asset provenance on the blockchain, establishing a lasting retention backbone for elite creators and global collectors.
Project Quick Links
1. The Vision & Challenge
2. The Design Strategy
Project 01
Coming SoonProject 02
Coming SoonProject 03
Coming SoonTHE NORTH STAR
“Disrupting luxury - a Web 3.0 marketplace bridging digital and physical fashion for designers and collectors.”
The Problem
Two Collectable Worlds Running in Parallel, Completely Un-Synchronised. The digital asset and physical collectable sectors were operating within isolated psychological vacuums. While virtual property models were generating hundreds of millions globally, no unified platform existed that could simultaneously satisfy the high-fidelity demands of top-tier creators and the sovereign ownership requirements of serious Web3 collectors.
What SYKY originally requested was a standard transactional marketplace template. What the business actually required was an enterprise-grade product foundation: a comprehensive design strategy, a highly scalable cross-platform architecture, and an elite brand expression. The system needed to absorb complex blockchain protocols into a seamless, high-end archival experience where technology serves asset provenance rather than acting as a clunky technical demo.
“Nike's collaboration with Fortnite, which onboarded legions of Fortnite players onto Nike's Web3 fashion platform, and Roblox revenue that reached almost $700 million last year, thanks to virtual gear.”
VOGUE BUSINESS
The Strategic Approach
Limited Collectibles,
Reformatted for the Open Web
Joining at the absolute genesis of the enterprise, I collaborated with executive stakeholders to translate a complex digital scarcity mission into a scalable product reality. We approached tokenised digital artefacts and physical collectables not as disjointed SKUs, but as a singular, unified asset class.
To achieve this, the front door of the product was intentionally designed luxury-first. I decoupled the primary landing environments from typical Web3 onboarding tropes, ensuring that complex blockchain mechanics, such as wallet initialisation, smart-contract verification, and gas estimation, were introduced progressively inside the platform only after brand trust was established. The resulting user experience mirrors the elegant, instinctive flow of an elite digital auction house rather than a decentralised engineering terminal.
Design Decisions
The Scalable System Interface
Architected a multi-product system framework engineered to scale cohesively across the core marketplace, incubation tracks, and digital collector community layers, ensuring the visual language grew across channels without a single codebase fork.
The Entry Architecture (The Keystone Gate)
Positioned the platform's flagship Keystone utility NFT as a seamless authentication and access mechanic, transforming a standard digital token into an inescapable identity signal and a persistent community gateway.
Decoupling from Crypto Tropes
Deliberately purged all aggressive web3 layout patterns from the interface, replacing tech-heavy dashboard data with high-contrast minimalist typography, ample negative space, and premium asset display grids.
Modular Deliverables (One System, For All Surfaces)
Joining at the absolute genesis of the enterprise, I collaborated with executive stakeholders to translate a complex digital scarcity mission into a scalable product reality. We approached tokenised digital artefacts and physical collectables not as disjointed SKUs, but as a singular, unified asset class.
To achieve this, the front door of the product was intentionally designed luxury-first. I decoupled the primary landing environments from typical Web3 onboarding tropes, ensuring that complex blockchain mechanics, such as wallet initialisation, smart-contract verification, and gas estimation, were introduced progressively inside the platform only after brand trust was established. The resulting user experience mirrors the elegant, instinctive flow of an elite digital auction house rather than a decentralised engineering terminal.
SYKY The Marketplace:
Where Collectors Buy In
DELIVERABLES
UX/UI Design · Product Strategy · Web 3.0
INDUSTRY:
Luxury Fashion • Digital Collectables
SYKY The Incubator:
A Stage for Emerging Designers
DELIVERABLES
Art Direction · UX/UI Design · Brand
INDUSTRY:
Luxury Fashion • Web3
SYKY The Keystone:
The Members' Front Door
INDUSTRY:
Luxury Fashion • Web3 Community
DELIVERABLES
Art Direction · Brand Identity · Launch Strategy
“I believe that the luxury fashion houses of tomorrow are being built today.”
Alice Delahunt, TECHCRUNCH
THE IMPACT