SYKY
The Incubator
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 FOCUS
Give emerging designers a platform with the weight of an established house
SYKY was established to democratise creative opportunities, nurture emerging designers, and showcase them to serious collectors. The incubator aimed to bestow prestige on new talents, presenting their work with the editorial influence of a heritage brand instead of the simple listing format that ignored the experience required to sell such collectables.
THE BUSINESS PROBLEM
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With the mission to discover the designers of the future, SYKY faced the challenge of effectively communicating its bold vision and multifaceted program to the general public, media outlets, as well as its target audience and potential pool of creative individuals.
Each designer was given an editorial presence — profile, story and drops — art-directed to elevate the work and built from the same design system as the marketplace, so a new name sat in the same premium frame as the platform itself. The incubator threaded directly into the London Fashion Week debut, where the first cohort's pieces went live.
THE APPROACH
Editorial-first showcase, built on the shared system
Each designer was given an editorial presence — profile, story and drops — art-directed to elevate the work and built from the same design system as the marketplace, so a new name sat in the same premium frame as the platform itself. The incubator threaded directly into the London Fashion Week debut, where the first cohort's pieces went live.
When attempting to resolve a multiple touchpoint campaign that was cohesive and engaging it was important to consider every step of the experience across various channels and interactions to achieve the specific communication goal.
Working with the senior leadership team I tackled the problem via the following set of actions:
1, Defining the overall objectives through meetings and workshops
2, Identifying the audience and the applicable touch-points
3, Work with leadership to develop the message appropriate for the campaign
Create a story board that maps the customer journey
5, Develop a content and asset brief to inform team members of potential
requirements
6, Develop wireframes and designs alongside the above
7, Launch with the hope to test and learn
Each designer was given an editorial presence — profile, story and drops — art-directed to elevate the work and built from the same design system as the marketplace, so a new name sat in the same premium frame as the platform itself. The incubator threaded directly into the London Fashion Week debut, where the first cohort's pieces went live.
THE WORK
Incubator Landing Page
The showcase surface - the cohort of designers presented as a curated collective, not a directory.
THE EVENT
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The showcase surface - the cohort of designers presented as a curated collective, not a directory.
“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 CREATIVE
Social Feeds
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THE RUNDOWN
Digital Fashion Platform Syky
Launches Incubator Programme
The year-long programme will provide 10 designers with access to the latest digital design tools, guidance in business and brand building. They include the British Fashion Council; Jonathan Bottomley, CMO at Calvin Klein; Mark Guiducci, creative editorial director at Vogue; Sabine Le Marchand, CD at the brand strategy firm Frosty; Matthew Ball, author and recognised metaverse expert; and Megan Kaspar, a member of the collective Red DAO, which is known for having spent nearly $2 million on Dolce & Gabbana's inaugural NFT collection.
“I believe that the luxury fashion houses of tomorrow are being built today.”
Alice Delahunt, TECHCRUNCH
THE IMPACT
What It Set in Motion
