THE
FIRST MINT

CASE STUDY:
[DESIGN / CG CAMPAIGN]

ROLE:
CREATIVE DIRECTOR
DIRECTION + EXECUTION

BUILDING THE BRAND BEFORE THE FILM

The First Mint launched during the height of the NFT boom as a new media brand covering crypto and Web3. The immediate ask was a hype film for their first live event. The problem was there was no brand identity, visual language, or design system in place. We had to build everything first.

PROJECT OVERVIEW

THE CHALLENGE

THE CHALLENGE WAS NOT JUST VISUAL, IT WAS STRUCTURAL

We needed to define the brand’s visual identity, a narrative approach for their outreach, and an adaptable production system.

MY ROLE

I LED CREATIVE DIRECTION AND BRAND SYSTEMS DEVELOPMENT FROM THE GROUD UP

This included defining the visual direction and tone, designing a logo built to function as an NFT, establishing a scalable typography and motion system, and structuring the production to support both the event and long term brand use.

KEY DECISIONS

BUILD THE BRAND BEFORE THE FILM

The initial request was a hype film. We pushed to establish the brand identity first so the film would emerge from a cohesive system rather than be built in isolation.

HYBRID AESTHETIC

We combined high-polish 3D animation with bold structured typography. In a high-speculation industry, the goal was to signal innovation while keeping messaging clear and credible.

SYSTEMIZED EVENT FRAMEWORK

We built a typography and layout system that could introduce speakers, transition between segments, integrate sponsors, and adapt to last-minute program changes without rebuilding anything from scratch.

OUTCOME

WHAT BEGN AS A HYPE FILM EVOLVED INTO A LONG-TERM BRAND FOUNDATION

Beyond the event itself, the project delivered:

  • A fully realized brand identity

  • A scalable visual system for future content

  • The launch of an NFT

  • A trust-forward positioning in a high-volatility market