The opportunity: Develop a brand and sales position for a utility NFT business that both celebrates its modern Web 3 origins, while also being attractive to potentially more conservative Web 2 enterprises.
What I did: Mixed the concepts of progress and heritage via a juxtaposition of old block prints of water and a keyhole to brighter worlds, all generated by A.I.
The results: Ongoing. Stay tuned for more.
Further reading
NFT are a lot more than JPEG files. Liquid Access is pioneering how to reward customer loyalty by using them as the foundation for subscription mechanisms (which can thus be rewarded based on tenure, or other attributes). As an Advisory Board member, I built the concept for LA’s brand, which is based on two distinctive notions:
- Progress: the world is rapidly changing and ever new modes of consumption are emerging. Liquid Access put itself at the forefront of this change, by consistently pushing the boundaries of the customer/business relationship and how that can be remodelled into situations where people are encouraged to stay (by providing rewards) but if they leave everyone still wins anyway (as they sell their NFT and the business acquires a new customer at zero marketing cost).
- Heritage: Many of our favourite brands have a rich and vast heritage behind them that they can longer monetise. Think of past editions of your favourite magazine. Through its reward mechanism, Liquid Access offers a new chance to reuse and repurpose these assets for contemporary monetary gain (for example, airdropping historic front cover NFTs as an incentive to long term subscribers).
The brand, then, needed to do a lot of heavy lifting; to be both futuristic and at the same time evoke those feelings of nostalgia for times gone by. Working in conjunction with the excellent Gordon Ellis-Brown, the settled route tackles this duality through a juxtaposition of two forms:
- Woodcut imagery of water
- A keyhole which leads to other worlds
These also have the practical benefit of denoting the name and product proposition, liquid + access. For practical as well as ideological purposes, everything had to be generated by A.I. The brand is still young and evolving every day but it’s an exciting start.