Role: Design, Art Direction, Illustration
Collaborators: Gemini Brand Design team
Our team was tasked to establish the Gemini brand and voice using the iconic Columbus Circle Billboard in downtown Manhattan. In order to set the brand apart from common crypto advertising strategies rooted in “FOMO” and “get rich quick” clichés, our goal was to ignite the curiosity of the “crypto-curious” by creating an atmosphere of curiosity and optimism. We executed simple yet eye-catching designs that cleverly co-opted the visuals of stock tickers. These visuals featured uplifting (and sometimes cryptic) messages to create an air of intrigue around this new era of financial freedom.
In addition to the billboard design and copywriting, I also helped to refine the Gemini brand by creating custom illustrations, landing pages, and social media campaigns. This role required consistant collaboration with brand design, marketing, and legal teams.