Jordan Francis — Creative and Design Leader
As the inaugural Head of Design & Creative at Sui.io, I had the unique opportunity to build a brand from the ground up for Sui, a revolutionary layer 1 blockchain. Sui aims to provide unprecedented scalability and low latency for developers building the next generation of decentralized applications.
My role involved crafting a top-tier brand identity and assembling a global team of designers, creatives, and vendors. Establishing rigorous design standards and streamlining creative processes was crucial to ensure consistency and excellence across all platforms. One of the significant challenges was creating a cohesive brand for the mainnet while simultaneously developing branding for the diverse range of products built on top of it.
My leadership was pivotal in developing a distinctive brand and comprehensive marketing collateral, positioning Sui as the leading layer 1 blockchain in the industry. Through meticulous design and strategic creative direction, we successfully conveyed Sui's innovative edge and commitment to excellence, resonating with developers and the broader blockchain community.
ROLE
Head of Brand & Creative
COMPANY
Sui.io
BUILDING AN IDENTITY
The Rebrand Strategy
As the Head of Design & Creative at Sui.io, I faced the formidable challenge of overhauling and refining the existing Sui brand in just four weeks before mainnet launch. This tight timeline demanded a swift yet thoughtful approach to ensure the brand was not only differentiated but also inspiring and capable of activating our community.
Visualizing Sui's core features—unprecedented scalability, low latency, and developer-friendly architecture—was incredibly complex. We needed to translate these technical advantages into compelling visual narratives that resonated with both developers and the broader blockchain community. The overhaul was critical in establishing Sui's unique identity, setting it apart from competitors, and energizing our community for the mainnet launch.
REVAMPING THE SUI WEBSITE
Supporting the Developer Community and Expanding Sui Awareness
Challenge:
The challenge was to develop the Sui.io website to support the rapidly growing Sui developer community while simultaneously expanding brand awareness for Sui. The website needed to be a comprehensive resource hub for developers, offering clear documentation, tutorials, and community support, all while showcasing the innovative features of the Sui blockchain.
Effort:
This involved extensive collaboration with developers to ensure the website met their needs, as well as a strategic design overhaul to make the site engaging and informative for a broader audience. The website's redesign helped position Sui as a leading blockchain platform, attracting new developers and enhancing community engagement.
CREATING MEMORABLE SUI EVENTS
Sui Basecamp and Sui Builderhouses
Challenge:
Developing an own-able identity for Sui's global events, such as Sui Basecamp and Sui Builderhouses, was essential to entertaining thousands of people worldwide. These events needed a unique and cohesive design that could be consistently applied across event branding, activations, promotions, and showcased content.
Effort:
From event design to activations and promotions, we crafted a distinctive identity that reflected Sui's innovative spirit. The branding for these events not only entertained and engaged participants but also reinforced Sui's position as a leader in the blockchain space, fostering a sense of community and excitement.
PLAY BEYOND CAMPAIGN
Showcasing the Power of Gaming on Sui
Challenge:
Promoting the power of gaming on the Sui blockchain required a compelling campaign to highlight the diverse and innovative games being built on the platform. The Play Beyond campaign needed to capture the imagination of gamers and developers alike, showcasing Sui's advanced gaming technology.
Effort:
The Play Beyond campaign featured an integrated global marketing strategy and a dedicated Play Beyond Hub for the community to explore Sui's gaming technology and available games. This campaign not only highlighted the impressive gaming capabilities of Sui but also strengthened its reputation in the gaming community.
MYSTEN LABS COLLABORATION
Developing Brands for Key Sui Products
Challenge:
Working with Mysten Labs to create numerous brands for key products built on top of Sui, such as the SuiPlay0x1 device, Enoki, and Stashed, was a critical part of expanding Sui's ecosystem. Each product required a distinct brand that aligned with Sui's overall identity while standing out in its own right.
Effort:
This involved deep collaboration with Mysten Labs, ensuring each product's brand was meticulously developed and visually compelling. These efforts helped position each product as a vital part of the Sui ecosystem, enhancing their visibility and appeal to both developers and users.
