Marketing Website :: NFT Minting
GARAGE
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I was the sole designer working with two engineers & one PM.
I worked directly with stakeholders, including; GARAGE founder, 3 investors & the notable artist behind the NFTs, Ian Wood. -
4 weeks from concept to implementation / 2 weeks for design + 2 weeks for development
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Responsive Web Design & UX for the GARAGE marketing website
Minting Page
Marketing Emails
Overview
GARAGE is ultimately a quest for a web3.0 community to collectively own a Formula 1 team. How? With crypto.
The founders had already rallied a following via Discord. So once the investors stepped in, it was time to take the next leap on their roadmap by launching an exciting series of NFTs that would unlock an exclusive GARAGE membership for car fanatics around the world. This website was the key touchpoint for promoting their vision as well as the gateway to the public NFT sale.
Challenges & Goal
Our primary goal was to create a marketing site and minting page that would convert sales on the GARAGE Genesis Collection of NFTs. The money earned from this first collection will fund future promotions and create the first official members of the GARAGE community.
The largest internal challenge was the aggressive deadline for the project - 4 weeks from inception to launch. This only allowed less than 2 weeks for wireframing and design. The founders needed a website that was more than a simple landing page, they were striving for an experience. With no established brand guidelines, our stakeholders entrusted us with the visual direction as well as the build.
As the sole designer, I needed to concept and build a knockout immersive website design that would wow our audience and impress investors - but without blowing out the engineering scope or short timeline.
Design
Sign up / Welcome Emails
GARAGE’s mission is fueled by car fanatics and crypto experts - thus, the entire focus of my designs revolved around invoking excitement & intrigue for the beautiful automotive imagery that would materialize into the NFTs funding the mission for a community-owned F1 team.
Each NFT in the Genesis Collection celebrates the design of different automobiles using Ian Wood’s famous ‘naked style’ - which strips background to let the details of each car stand out against bold color. I built the rest of the visual direction off of this technique - and pitched to implement a scroll-locking experience that would elegantly reveal each section of the story with a smooth series of animations. I also brought in new visual elements drawn from the Formula 1 world, such as bold outlined numbers and thin stripes inspired from racing stripes.
My overall approach was very collaborative. I brought references for animations to the front-end engineer & PM early and often. I had the pleasure of working directly with artist Ian Wood as I rapidly crafted the visual flow of the website and expanded the visual direction of GARAGE’s style, which was helpful in ensuring my designs resonated with the NFT artwork.
Along with the design of the marketing site, this direction was able to scale into other deliverables including emails, social posts, and the minting page.
Desktop Scrollthrough
UX Considerations
Based on the goals presented to me by the stakeholders, I wanted to ensure that the final designs included the following:
A prominent sticky call to action to the GARAGE Discord channel throughout the experience. This is where the team would be posting major updates and rallying support for the cause.
A visual direction that resonates with the NFT artwork, which was created by a well-known artist (Ian Wood) with a distinctive style.
A dynamic navigation with the functionality to keep contrast on various color backgrounds.
Inclusion of relevant keywords within the copywriting to help boost SEO, along with a series of intentional social preview designs for sharing the site on Discord and other channels.
Email capture along with relevant social links
Additional States
The minting page was designed after the launch of the marketing site, and required various states for the flow.
Minting pages must be designed for speed - with the limited supply and anticipation of a high demand for the NFTS, it is not unusual for some NFT launches to sell out in minutes. The design also required a few different states to show a countdown before launch, disclaimers about the pricing, processing state during the crypto wallet transaction, a catch-all error state and a completion page.
Results
The project was a success! 🎉 The Genesis Collection sold out within 24 hours of the launch of the minting page. At a price of .3 ETH for each of the 500 limited edition NFTs - that’s a profit of over $370,000. The success of the sale has also solidified the value of the Genesis Collection, and each NFT is trending upwards in value on OpenSea and other marketplaces.
A single week after the sale, the average price on OpenSea rose from .3 ETH to 1.1664 ETH.
Internally, we achieved the launch within the 4 week timeline (2 weeks for design, 2 weeks development). After the launch of the marketing site, more buzz started accumulating on GARAGE’s Discord and twitter, with an incredible response to the design of the site.
🏁 See what GARAGE is up to now by visiting mygarage.xyz 🏁
