Seed Phrase Scavenger Hunt
An online, real-time puzzle game to find 12 words that unlocked a prize of over $10,000—in Bitcoin. It was launched by Coinage as an effort to engage in crypto-native marketing with an audience that has been proven to be exceptionally elusive.
I directed the overall creative, user experience, and gameplay. I also worked directly with our technology partner to help balance the level of difficulty of the game. It needed to be easy enough to attract users, yet hard enough to feel worthwhile. Meanwhile, it all had to be secure enough that no bad actors could run away with the money—and the fun.
Ultimately, the game logged over 10,000 individual transactions and attracted over 5,000 new followers to our Twitter account. A way more efficient use of market dollars than before.
Design
I asked our designers to apply the retro-futurist aesthetic of Coinage in a way that felt rooted in the brand, yet totally new. The whole experience feels like staring into a desktop computer from the 80s and draws significant inspiration from the pixel art of Susan Kare.
Welcome Kit
Our welcome kit gives people the info they need to know right now, and nothing more. Plus, a warm, welcoming letter to make them feel included and reassured.
Training Pack
Every member gets a training pen. We created an all-in-one box with built-in instructions and an easy-open magnetic flap to make the whole experience a little less daunting.
Wellness Journal
We were asked to create a simple symptom tracker, but we made a comprehensive wellness journal. It includes critical info, helpful prompts, and a couple surprises that are just for fun.
Next Project.
GLP-1.