Case Study

Product Brand

The all new Nifty Gateway

Nifty Gateway is a platform where you can buy and manage non-fungible tokens (NFTs). Nifty Gateway provides a simple and easy way to buy nifties with your credit or debit card. Focusing on limited-edition collections and curated drops from artists and brands, such as Beeple and Daniel Arsham,

My task was to redesign Nifty Gateway’s home page as well as defining Nifty Gateway’s early stage branding. The challenge was to create a branding that “houses” all the NFTs without being overpowering, but being indicating of the brand and its tone. At the time, Nifty Gateway aimed to accommodate a wide range of users, anywhere from regular collectors to someone how has no idea what cryptocurrency is, but is curious. It was crucial to be mindful of this wide target audience.

Homepage Redesign

My first task from day 1 was to redesign the homepage.

Branding inspired by the Product

Something I learned immediately upon working on this project was that I was dealing with so many squares - literally. On the homepage itself we had 8 squares representing different levels of collections, individual NFTs, Editions, Live etc. I then created a narrative that these squares are exactly the DNA of what makes Nifty Gateway, connecting their logomark with their blockchain technology that the team has tirelessly built, resulting in an inspiring story.

Deep Research to understand our core audience

What made Nifty Gateway stand out was the ability to buy NFTs with debit and credit card, allowing users to jump right into buying instead of going through the hassle of setting up wallets. This meant that the platform had to be inviting and accommodating to users of all range: from crypto-fluent regular buyers to curious user who has no idea what a wallet is. It was important to make sure we understood our range of users, so that both side of the spectrum would be served well.

From a branding perspective, I wanted to set a tone that feels welcoming and well supported - almost as if interacting with Nifty Gateway felt like talking to a close friend who is excited to have you on board. This tone was later translated into the illustrations and other design elements to support the brand