SuperRare is a marketplace for buying and selling NFTs from the world’s top artists. Originally it was formulated as technology that enabled people to mint their images to gain ownership over the content. They’ve evolved into a leading contender in the digital art space.
The task was to help translate the new concept of NFTs through the SuperRare marketplace by naming and branding the company to complement the early product and discovery experience for artists and collectors.
NAMING
The naming process was fluid and happened organically over the course of building the product and brand. The concept of a 1 of 1 made us think of the most obvious and almost teenage name. SuperRare describes both the work on the platform and the spirit of the brand.
BRAND IDEATION
The brand came together as an iterative collaboration with the founders. While concepting the product we wrapped it in an identity to anchor both the platform itself and the artists using it. We focused on a minimal design system to underpin the utility of the product while maintaining a contemporary aesthetic.
PRODUCT IDEATION
The concept of NFTs was new when we first collaborated with SuperRare. One of the early guiding principles was to simplify the user experience for both creators and collectors and to make it easy to understand and enjoyable to engage with. We worked with the team to define organizing and interaction principles for the both sides of the marketplace grounded in a two-way easy and enjoyable experience.
