My Role

Lead Brand & Graphic Designer

Overview

VAULT by 500px was a new NFT initiative that aimed to help photographers enter the Web3 space through limited-edition digital collectibles. As the lead brand designer, I was responsible for building the brand from the ground up — establishing the visual direction, defining the brand identity, and creating the launch assets that introduced VAULT to the global photography community.

My Contribution

1. Brand Creation (0 → 1)

• Developed the entire visual identity system, including logo direction, typography, color palette, image treatment, and the overall brand personality.

• Conducted market research on Web3, NFT art platforms, and audience expectations to position VAULT as premium, trustworthy, and visually distinct within the competitive NFT landscape.

• Created a scalable visual language that aligned with 500px’s brand values while introducing a fresh, futuristic aesthetic suited for digital collectibles.

2. Creative Direction

• Led the visual direction for all marketing and communication materials, ensuring consistency across every touchpoint — from website concepts to social media and community outreach.

• Initiated and developed the concept direction for the overall campaign, including mood, tone, narrative framing, and the visual story behind the project.

3. Social Media & Launch Design

• Designed social media visuals, motion assets, teaser graphics, and pre-launch promotional content that built excitement and anticipation among photographers and collectors.

• Crafted the launch look-and-feel to communicate clarity, innovation, and exclusivity — helping photographers understand the value of entering the NFT ecosystem through a trusted platform.

4. Collaboration & Cross-Team Work

• Worked closely with marketing, product, and the internal Web3 team to align design direction with project strategy, messaging, and technical considerations.

• Supported communication planning by designing assets optimized for community engagement, email marketing, and announcements.

Outcome

VAULT launched with a cohesive and polished visual identity that communicated credibility within the evolving NFT space. The brand successfully introduced 500px users to a new creative and financial opportunity, expanding the platform’s reach and positioning it at the forefront of photography-centered digital collectibles.

The identity system I developed provided a strong foundation for future campaigns, partnerships, and drop releases — setting a clear visual standard for the project’s growth.