Blockchain Creative Labs: Forging the Visual Identity of FOX’s Emerging Tech Division
Special Case Study Identity & design system for a new division at FOX
Role: Founding Designer (Brand • 3D Design • Design Systems • UX/UI Design)
Timeline: September 2021 – March 2024
Collaborators: FOX CTO Team • Blockchain Creative Labs • Marketing • FOX IP Partners: WWE, Masked Singer, Krapopolis
The Opportunity
In 2021, web3 was exploding but most entertainment brands didn’t know how to enter the space in a way that felt premium, trustworthy, or on-brand:
💰 NFT sales surged to $24.9B up from just $94.9M the year before
🌐 Millions of wallets were actively trading NFTs tied to art, sports, and entertainment
🎨 But most projects lacked strong design alienating fans and undermining credibility
FOX saw a chance to lead. It launched Blockchain Creative Labs (BCL) to bring its IP into web3, starting with Krapopolis, WWE, and The Masked Singer.
I was brought in as the first designer to shape BCL’s entire visual presence from brand identity to scalable design systems. My goal was to make cutting-edge tech feel elegant, approachable, and unmistakably FOX.
Through strategy-led design, I helped BCL:
Build a distinctive, future-facing brand that stood out in a chaotic market
Create a design system (Forge) that scaled across projects and teams
Win trust from hesitant stakeholders and excite fans new to NFTs
This wasn’t just about logos or landing pages. It was about proving FOX could lead in the next era of digital fandom — and design was the bridge that made it possible.
Build a Distinctive, Future-Facing Brand
BCL needed a brand that transcended web3 hype and conveyed lasting impact. I created a bold, cinematic identity centered on transformation heat, pressure, and creation reflecting FOX’s ambition and credibility.
Custom wordmark blending industrial strength with creativity
Minimalist palette for intensity and clarity
Modular system for web, broadcast, and live events
Motion inspired by combustion, tension, and release
The result: a trusted, cohesive brand powering dozens of digital launches across FOX.
Create a System that Scales
Clarity, flexibility, and identity were key to the BCL design system. I crafted a modular set of inputs, icons, and interface elements that balanced bold brand aesthetics with usability across web3 platforms. Each component was designed for consistency and speed giving the team a toolkit that scaled seamlessly from experimental prototypes to polished product launches.
Craft Intuitive Components
Forge’s components were designed to unify the brand’s visual language while supporting a wide range of user interactions. From form fields and toggles to an extensive custom icon set, each element strikes a balance between clarity, personality, and performance. The inputs were built for accessibility and responsiveness, while the icons were optimized for scalability across both product and marketing.
Build an Identity That Stands Out and Builds Trust
We needed a brand identity that would stand confidently within the FOX family while earning trust from NFT buyers new to the space. It had to convey stability, credibility, and innovation qualities essential for engaging both hesitant stakeholders and fans exploring NFTs for the first time. I crafted the branding and design system to embody these values, creating a distinct, trustworthy presence that resonated across all platforms.
Logo
Design: A modular, geometric wordmark echoing blockchain structure—clean, strong, and endlessly adaptable
Animation: I created the motion design for the logo system, developing transitions for launches, partner reveals, and event screens
Use Cases: Built to scale from social avatars to SXSW stages and national press releases
Typography
Primary: Neue Plak expressive, modern, and slightly off-kilter to set the tone for a disruptive brand
Secondary: Helvetica Neue Bold precise and neutral, grounding the system for UI and enterprise use
Result: A type system that balanced energy with clarity, useful across marketing, UI, and legal contexts
Color Palette
Black & White A neutral foundation for clarity and contrast
Orange to Red Gradient Our hero color, symbolizing transformation through heat
Inspired by the forge where raw material becomes refined through intensity
Visually differentiated BCL from FOX’s blue toned ecosystem
Represented the creative process itself: pressure, heat, and precision shaping something new
Visual & Motion Language
Motion played a key role in enhancing the Moonsault experience bringing energy, clarity, and a sense of polish to every interaction. I used animation not only to express the bold personality of WWE’s brand, but to support usability: from micro-interactions that guided users through the minting flow to smooth transitions that reinforced hierarchy and feedback. Every movement was purposeful, designed to feel dynamic yet intuitive. The result is a product that feels alive, engaging, and unmistakably WWE.
Impact
The brand and design system I created for Blockchain Creative Labs served as the foundation for all major FOX Web3 launches. From internal tools to fan-facing experiences, every product—from The MaskVerse to WWE Moonsault to Krapopolis—was powered by the cohesive system I built.
🎨 The Forge Design System unified the look, feel, and function across 9+ launches, making it possible to spin up high-fidelity products rapidly, while maintaining visual consistency and accessibility.
💰 BCL launched with a $100M Creator Fund, positioning FOX as a serious player in Web3. The premium design and branded presence helped attract creators, talent, and investor confidence.
🪙 Over 120,000 wallets were created through Masked Singer and WWE NFT drops, driven by intuitive interfaces and polished branding that demystified blockchain for mainstream fans.
📺 Krapopolis, the first show ever curated on the blockchain, leaned heavily on our system to create immersive, token-gated fan portals—an experience praised in outlets like Fast Company and Variety.
🎟️ FOX’s presence at SXSW 2022, where BCL was the first-ever Blockchain sponsor, featured immersive brand activations using the 3D identity and visual toolkit I designed. It drew major crowds and industry attention, reinforcing FOX's role as an innovator.
📰 Press coverage across Adweek, Business Wire, and FOXflash consistently cited BCL’s sleek, professional design as a key factor in building trust with creators and audiences in an emerging space.
Role and Reflection
As the founding designer for Blockchain Creative Labs, I led the creation of the brand identity, visual language, and end-to-end design system. From naming the system ("Forge") to designing its foundational components, I built a framework that could scale across dozens of projects from NFT drops and web apps to marketing campaigns and experimental tools. The challenge was creating a cohesive design foundation in a rapidly evolving space. What I’m most proud of is how Forge gave structure to chaosequipping teams with the tools to move fast while staying visually and strategically aligned.