SYKY
Creator Meets Curator
Art Direction
+
UX/UI Design
+
Product Strategy
+
Launch Strategy
+
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 turn an early-stage Web3 venture into a product that serious collectors would trust and pay a premium for.
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 One
Coming SoonProject Two
Coming SoonProject Three
Coming SoonTHE NORTH STAR
“Disrupting luxury - a Web 3.0 marketplace bridging digital and physical fashion for designers and collectors.”
The Vision
& Challenge
Two collectable worlds, digital and physical, shared the same space yet seldom interacted. Digital assets and physical collectables existed in their own bubbles. Even though virtual property was generating hundreds of millions worldwide, there wasn't a single platform that met the needs of top creators and serious Web3 collectors.
SYKY initially sought a definitive transactional marketplace platform. However, the true business need was an enterprise-grade product foundation: a comprehensive design strategy, a highly scalable cross-platform architecture, and a premium brand expression. The system had to integrate complex blockchain protocols into a seamless, high-end archival experience, allowing technology to support asset provenance rather than function as a cumbersome technical demonstration.
“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
Redefining Collectables for the Open Web Era
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 product's front door was intentionally designed luxury-first. I decoupled the primary landing environments from a typical marketing website seeking brand awareness to a multi-functional and transactional Web3 platform, avoiding typical onboarding tropes and ensuring that complex blockchain mechanics, such as wallet initialisation and connection, smart-contract verification, and gas estimation, were introduced within the evolving platform. The resulting user experience mirrors the elegant, instinctive flow of an elite digital auction house rather than a decentralised engineering terminal.
The Design Strategy
One System, Every Surface
A multi-product design system engineered to scale across surfaces from brand micro site, marketplace, designer incubator, collector community and social. One visual language that could evolve consistently across channels and audiences without forking the codebase.
A Simple Architecture
Distilled a complex Web3 entry from wallet connection, profile identity creation, and verification to purchase and collection into one easy linear flow. Each step performs a single ask, hiding complex data points and platform architecture so that a member can reach their goal with minimum effort.
Luxury First, Crypto Last
Pushed the experience beyond the long-form scroll into multi-dimensional spaces, exploring 3D environments that allow collectors to move through curated spaces and rooms, turning items into tangible, explorable pieces as they were curated in the world's top galleries.
Key Select Projects
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
What It Set in Motion
