pnypwr NFT project
social media, graphic design
PNYPWR is an NFT project with a mission to diversify the tech and blockchain space. As most may already know, the blockchain and tech space is predominantly male. The lack of diversity meant less representation, leading to lack of access to information and resources for people of color. I partnered up with podcast host, Krystl Fabella, in starting an NFT project by and for women-identifying Filipinas who want to break into the blockchain world. Using similar models as AsianGirlz and World of Women, we cultivated a community of Filipino-women across the nation and built a treasury that we distributed as funds to Filipina-owned/founded startups and business ventures.
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client profile
PinayPower (or abbreviated as PNYPWR) is a mission-driven NFT project that aims to cultivate a community of Filipina women and empower them in the tech space. The purpose of the project is to provide a space and grants that will fiscally, socially, and culturally support brands and projects that are lead or founded by Filipinxs.
The project is inspired by other community-driven NFT projects that push for diversity and inclusivity in the Web3 space that have a similar concept, such as AsianGirlz and World of Women. What’s so unique about NFT projects like this one is that it’s more than just a space for NFT selling and making money, but also a community evolves with a strong sense of purpose and mission. In developing a brand identity, I wanted to promote the messages of empowerment, diversity and representation in tech and Web3, and community-driven initiatives.
Check out the Notion Dashboard to familiarize yourself with PNYPWR.
format + brand identity
Instagram is the best platform to build community: with its evolving algorithm and engagement options (such as liking, commenting, and sharing), it is an effective tool to market to a targeted audience. According to Statista, it is used by over 28% of the world’s users - making it one of the most widely used social media platforms worldwide. Furthermore, with its various storytelling formats, from Reels and Instagram posts to Stories, it’s a great way to connect with others.
Across the brand identity, I used bright colors that were eye catching, using a mixed color palette of pink, red, and white (colors that convey femininity) and shades of blue - colors typically associated with technology and innovation. In addition, I used digital typefaces reminiscent of computers and futurism, such as VT323 typeface.
See the collection︎︎︎
content + results
Using trending Reel audios, I created light-hearted and relatable Reels to make the mission more accessible and fun to learn about. I used keywords such as “uplift”, “disruptors”, “Filipina” to bring together the narrative of “Filipina women disrupting the industry and uplifting our community”, and to also work with the algorithm to bring our content to the right people.
For the Instagram posts, I wanted to educate our audience in addition to conveying our mission. I designed posts that would outline what the project involved, what the goal is, and what you’ll potentially get out of it. But I also designed posts that would teach our audience what NFTs are and provided examples of similar impact-driven projects.
