MARKETING WEBSITE & DESIGN SYSTEM
One System, Every Surface
Art Direction
+
UX/UI Design
+
Product Strategy
+
Launch Strategy
+
Art Direction + UX/UI Design + Product Strategy + Launch Strategy +
IN ONE LINE
100+ applications. Five places. Five continents. One Chance
CLIENT
SYKY
ROLE
Product Design Director
SECTOR
Web3 & Metaverse, Luxury Collecting, Technology Platform
SECTOR
Founder, Creative & Engineering
THE PROBLEM
Credibility, before the proposition existed.
The Collective was an invitation to designers who had no house behind them, issued by a platform that had not launched. It had to be read as institutional by the fashion press and as native by Web3, and it had to convert — an announcement that did not produce applications would have left the accelerator empty and the platform without its first cohort.
THE APPROACH
Announce it the way a house would.
The announcement was built as a destination inside SYKY’s own architecture rather than as a microsite beside it: mission and story, the accelerator proposition, the mentors, and a single application route. The mentor line-up did the credentialing, the editorial register did the rest, and the same identity then carried through a February of fashion week moments so the open call kept running after the press cycle closed.
KEY IMPROVEMENTS
The Announcement & Destination site
BRIEF
The Collective had to launch at SXSW with somewhere for an interested designer to land.
SOLUTION
A destination built inside SYKY’s own site architecture — mission and story, the accelerator proposition, mentor profiles, terms, and one clear application route — so the open call read as part of the house, not a campaign bolted to it.
The Mentor Proposition
BRIEF
Mentors had to be recruited ahead of the announcement, on the strength of the proposition alone.
SOLUTION
A single argument catapults emerging designers into independent luxury houses — framed with what a mentor actually gives and gets: quarterly one-to-ones, an annual offsite, a vote on selection, and a named role in the programme.
Fashion Week & Social System
PROBLEM
Six designers had to arrive at NYFW with the register of an established house.
SOLUTION
Assets designed per surface rather than cropped from one master: 4:5 feed, 9:16 stories, designer spotlights, venue and event recaps — with a capture brief written to keep the photography observational and the community, not the platform, in frame.
“An open call that reached designers across five continents and gave the platform its first cultural moment.”
ALICE DELAHUNT, founder & CEO, SYKY
(Sources: Jing Daily GlobeNewswire)