The Avante-garde of Digital Art

Squiggles are a popular and seminal project in the NFT space, but less well known within the more traditional art world and the general public. Our brand strategy needed to speak to this broader audience and provide a framework for helping them understand Chromie Squiggles, both functionally and in terms of their cultural context. We also identified the shared underlying motivations between the NFT early adopters and traditional art collectors and appreciators. From that we created a system of brand values to align SquiggleDAO with these motivations. 

Derived from the ethereum blockchain logo, the square frame of the SquiggleDAO logo brings to mind museums and art galleries. The Squiggle itself extends beyond the borders of the frame, however, visually symbolizing how on-chain art disrupts and escapes the confines of traditional art. While mainly housing our hero Squiggle, the frame also creates a tasteful system for displaying any Squiggle in the DAO’s collection in all its glory. 

Our web design centers around a simple but elegant homepage that celebrates the Chromie Squiggle by giving it room to shine. An interactive “Squig Me” button allows visitors to quickly cycle through the different varieties of Squiggle, catching their attention and sparking their imagination. Meanwhile, NFT aficionados will notice top-of-page opportunities to further engage, helping the DAO grow both its collection and its membership. 

NFTs and on-chain generative art are still in their infancy and lacking in public awareness. It was important to include easy-to-digest educational materials in the DAO’s website. Squiggle newbs can visit the Learn page for an overview of Squiggle history and to get acquainted with the characteristics of the various Squiggle types, kickstarting them on their path to full Squiggle appreciation. 

Of course no one collects art to keep it in a closet (or in this case a crypto wallet). A filterable gallery page allows Squiggle connoisseurs to enjoy the DAO’s collection and easily narrow in on their personal favorite flavor of Squiggle.

Detailed brand guidelines provide the DAO with direction for implementing their new brand identity now and in the future, even offering guidance for how this distinctly online brand could manifest itself in applications IRL.