Zoolana

Creative Lead · Brand, art direction, web and campaigns · Oct 2021–Dec 2022

I joined Zoolana as Creative Lead on its three-person founding team and built the brand system from zero. The project was creating an NFT-funded game on Solana, so the brand had to support a launch campaign, a collector community and a longer-term game world.

I owned the identity, website, campaign graphics and pitch deck used for an approximately $2M raise through NFT sales. I also directed the NFT art while an external studio handled production.

The role was remote, with travel for demos and industry events. It ended in December 2022 when follow-on investment did not materialise.

What I built

  • Brand systemThe identity, visual language and creative direction connecting the NFT collection, game and community
  • Fundraising deckThe project narrative and presentation used during an approximately $2M NFT raise to fund game development
  • NFT art directionCreative direction for the collections, translated into production by an external art studio
  • WebsiteThe public home for the project, collection and evolving game proposition
  • Campaign graphicsLaunch, social and community assets supporting the collection releases and ongoing communications

Collections and reach

  • Alpha RedFirst primary mint in November 2021, comprising roughly 3,500 NFTs at launch
  • Alpha BlueSecond primary mint in January 2022 at 1 SOL, with approximately 3,500 NFTs
  • Teaser EditionAn additional Zoolana collection launched and listed on Magic Eden
  • Zanis — Origin EditionAn additional Zoolana collection launched and listed on Magic Eden
  • Zoolana Profile PictureAn additional Zoolana collection launched and listed on Magic Eden
  • CommunityGrew the project's X account from zero to approximately 13,500 followers

In person

I demoed the game and built relationships at Breakpoint Singapore in September 2022, as well as Solana hacker houses in Singapore and New York. My role was hands-on demonstration and networking rather than speaking on stage.

Outcome

The two primary Alpha mints totalled approximately 7,000 NFTs and raised around $2M for game development, alongside the project's other collection releases. Alpha Blue's collection size is publicly verifiable; the combined Alpha total and raise are project figures that do not yet have a public source.