Project Details

Paragon, a pioneering Web3 company, faced a challenge: marketing their proprietary technology beyond an NFT rental platform. Although they made high-value NFTs accessible through rentals, users who viewed NFTs primarily as speculative assets didn't see the value proposition. We needed to uncover new NFT use cases that resonated with both existing holders and new users.

Through market research, we identified that holding an NFT is ultimately about access—to exclusive events, digital experiences, airdrops, and gated communities. This insight led us to reposition Paragon as an "NFT Experience Platform," shifting the focus from transactional rentals to enriching experiences that owning an NFT can provide.

With this new positioning, we designed a cohesive visual and verbal identity encapsulating Paragon's innovative spirit. We replaced the central "A" in the logo with our brand symbol, the "Explorers." The Explorers form the foundation of our brand system, encapsulating our behaviors: leading new technologies, expanding blockchain possibilities, and uniting communities through engaging experiences.

We showcased how the brand comes to life in product-focused touchpoints, helping our clients understand how the design system connects brand signifiers with brand behaviors.

I led a multidisciplinary team to create an immersive, connected brand experience. By integrating our efforts, we meticulously designed every element to elevate the user experience and solidify Paragon's position in the NFT market.

Credits

Creative Direction: Ryan Atkinson
Associate Creative Director: Joanna Durkalec
Design Director: Bruno Ponzini
Designers: Joanna Durkalec, Bruno Ponzini, Cait Rathvon
Lead Animator: Byron Segundo
Animation Support: Joanna Durkalec, Ryan Atkinson
Head of Verbal Design: Kate Magoc
Verbal Design: Deborah Ten, Michael Podell
Creative Technologist: Gal Shaya 
Lead Strategist (and CEO): Saneel Radia
Web 3 Strategy: Ashley Chung

Paragon
Branding, Art Direction, UX/UI, Motion Design, Brand and Web 3 Strategy, Integrated Brand Tools
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Paragon, a pioneering Web3 company, faced a challenge: marketing their proprietary technology beyond an NFT rental platform. Although they made high-value NFTs accessible through rentals, users who viewed NFTs primarily as speculative assets didn't see the value proposition. We needed to uncover new NFT use cases that resonated with both existing holders and new users.

Through market research, we identified that holding an NFT is ultimately about access—to exclusive events, digital experiences, airdrops, and gated communities. This insight led us to reposition Paragon as an "NFT Experience Platform," shifting the focus from transactional rentals to enriching experiences that owning an NFT can provide.

With this new positioning, we designed a cohesive visual and verbal identity encapsulating Paragon's innovative spirit. We replaced the central "A" in the logo with our brand symbol, the "Explorers." The Explorers form the foundation of our brand system, encapsulating our behaviors: leading new technologies, expanding blockchain possibilities, and uniting communities through engaging experiences.

We showcased how the brand comes to life in product-focused touchpoints, helping our clients understand how the design system connects brand signifiers with brand behaviors.

I led a multidisciplinary team to create an immersive, connected brand experience. By integrating our efforts, we meticulously designed every element to elevate the user experience and solidify Paragon's position in the NFT market.

Creative Direction

Ryan Atkinson

Associate Creative Director

Joanna Durkalec

Design Director

Bruno Ponzini

Designers

Joanna Durkalec, Bruno Ponzini

Iconography Designer

Cait Rathvon

Lead Animator

Byron Segundo

Animation Support

Joanna Durkalec, Ryan Atkinson

Head of Verbal Design

Kate Magoc

Verbal Designers

Deborah Ten, Michael Podell

Creative Technologist

Gal Shaya

CEO, CIO

Saneel Radia

Lead Strategist, Web 3 Strategist

Ashley Chung

Head of Account

Christina Hemsworth

©RA 2009 — 2024

DESIGNER × LOVER × HUSBAND × DAD × GAMER × WEB3 MAXI

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©RA 2009 — 2024

DESIGNER × LOVER × HUSBAND × DAD × GAMER × WEB3 MAXI