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Pastel Wives
Brand Identity & Web Design & Development, Community Manager, Social Media Manager
Developer : Ben Kang, Illustration : Paula Segovia
BACKGROUND
Pastel Wives is an NFT art collection celebrating multiracial wives, highlighting their resilience and self-driven spirit.
Each piece is uniquely generated with diverse traits, making every NFT one of a kind. Founded by Tim Yoon, the project aimed to build a community around shared values. Before launch, a dedicated Discord server fostered engagement, leveraging influencers and NFT enthusiasts to drive success. Through blockchain technology, Pastel Wives not only created digital collectibles but also a thriving network of support and empowerment.
CHALLENGE
NFTs were a new world to me, and this project introduced me to a fresh subject, market, and idea. I was tasked with creating the brand identity, website, and managing the Discord community for Pastel Wives.
Pastel Wives aimed for a brand identity that embodied the vibrant, youthful, and playful nature of NFT art while fostering a strong community presence. Unlike traditional brands, NFT projects rely on the art itself as the core visual asset, making the identity a supportive yet cohesive element. The client's NFT series featured whimsical monkey wives in pastel hues, exuding a fun and lively energy. The brand identity was designed to seamlessly integrate across social media, sales platforms, and the website, enhancing the project's reach and engagement.
Illustration : Paula Segovia
Pastel Wives aimed for a brand identity that embodied the vibrant, youthful, and playful nature of NFT art while fostering a strong community presence.
RESEARCH
I conducted a several interviews with the founder, posing questions that aimed
to integrate the brand's values and the project's objectives into the brand identity. I also delved into researching the target audience in the NFT market, and other prominent NFT art communities.
To really study the people in NFT and the community, I started joining other NFT communities. I studied on the language they use in the NFT community. I also studied what they liked or disliked.
Moodboard was provided by the client.
I wanted to use a bold wordmark-type logo to convey the project's trustworthiness, and a symbol mark as an icon which can be used for the online community and social media channels.
To create a distinctive icon within the NFT communities, I integrated the initials "P" and "W" from Pastel Wives, achieving a dynamic, youthful, and confident appearance to attract the target users. This involved extensive research of various typefaces and
symbols that incorporated the "P" and "W" .
FINAL DESIGN
The final Brand Identity chosen for Pastel Wives features a bold sans-serif wordmark logo in black and white. It prominently showcases the initials "P" and "W" in a thick typeface. The typography and the bold "P" and "W" symbols represent the brand's strength and unwavering values. The slight tilt in the symbol conveys a sense of movement, symbolizing a continually evolving community that strives for a brighter future and embodies the youthful and energetic spirit of millennial.
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