SYKY
Incubator Announcement
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
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.
The Business Problem
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.
Methodology
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
THE NORTH STAR
“Disrupting luxury - a Web 3.0 marketplace bridging digital and physical fashion for designers and collectors.”
“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
