Jordan Francis — Creative and Design Leader
BANK ON CULTURE
ALT is transforming investing by unlocking the value of alternative assets, starting with trading cards. As the modern way to buy and sell investment-grade cards, ALT provides users with real-time pricing data, advanced analytics and market trends to make more informed decisions. ALT's three lead products is an alternative asset exchange, an innovating lending tool, and collectible funds divided into three verticals; the Alt Sports Card Fund, the Alt Video Game Fund, and the Alt Luxury Watch Fund. As of September, ALT has raised over $300 million. This unique combination of offerings attracted huge names like Kevin Durant, Giannis Antetokounmpo, and Tom Brady to invest in the company founded by Leore Avidar.
I joined ALT as the Creative Director, with the ambition to develop and build the best brand in the alternative asset category.
ROLE
Head of Creative & Brand Marketing
COMPANY
ALT.XYZ
BUILDING AN IDENTITY
THE REBRAND STRATEGY
In order to make our mark in the world of trading cards, ALT needing to separate itself from the pack. To tell people what makes them different, and why they should come to ALT over other auction houses or marketplaces.
One thing ALT can claim that legacy platforms can’t is that we’re newer. Built for the modern age. ALT was created to solve the problems inherent in the other platforms, offering products and services that were lacking, and which were causing pain points for collectors. Pain points that still exist on these platforms, but not ours.
During my first 6 months at ALT I led a small but mighty Creative team through a Brand Strategy journey. We went from 0-60 during that time period and emerged as the best brand in the Alternative Asset space. This was a labor of love and a true pleasure to work through. Below you'll see the process as well as the output.
SPREADING THE WORD
LAUNCHING BANK ON CULTURE
This brand campaign put ALT’s story and message in front of our audience, increasing awareness and improving equity in the mind of the consumer. It was our way to control our brand's narrative and public image, as well as differentiate our organization from the competition.
Below is the brand launch sizzle video that I developed along with some of our key visuals and messages.
ONE WITH THE COMMUNITY
FOR THE HOBBY, BY THE HOBBY
The financial and collectible worlds can be tricky and intimidating, and we aimed to be neither of those things. We broke down the barriers traditionally associated with investing in alternative assets to make the space approachable, and understandable to all.
Below are some of the highlights from the largest card show in the world, where we formally introduced ourselves.
WEB, APP & SOCIAL
ALWAYS ON ALWAYS
Following the launch of our new brand along paired with a series of activations at NFT.NYC and the largest card show in the world we began to scale. The true test of this new brand arrived when we began to build out our new design system and develop a templated framework that would enable high output across all of our channels. Below are a few selects, but there were hundreds of hours and thousands of sketches that went into the ALT app, website, and social framework.
MINTED & PRINTED
BRIDGING THE PHYSICAL & DIGITAL
Below are some of the more tangible outputs from this overhaul. Between developing the art direction for creating an NFT pack to killer packaging and apparel. I worked tirelessly to settle for nothing but the best.
