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Once I had synthesised all of the results that I had acquired from the research I wanted to narrow down my focus group. I created a fictional character that represents all of the artists that were interviewed. The main reason for this fictional character was to help me to stay on track by focusing on the artist’s needs, behaviours, and allowing me to simplify any difficult complexes. 

The fictional character is called ‘Rhae Lee’ and she is a full-time HR specialist who works in central London. She considers herself to be an amateur artist but hopes to pursue this hobby as a full-time career in the future. 

Fictional Character: ‘Rhae Lee’



To ensure that my fictional character ‘Rhae Lee’ needs are fulfilled, I constructed a brief yet defined description of all the challenges that needed to be addressed. A problem statement allowed me to simplify the challenges and ensure that they are properly communicated and understood. This problem statement was constructed using the four Ws (Who, What, Where, Why)

I used this as a guide during the brainstorming and concepting phases.

Problem/Vision Statement



The synthesis phase of this project provided me with a clear understanding of the main vision of the problem that needs to be sold, who I will be resigning for, what the users need is, and what the product requirements are.

During the interviews, the participants offered suggestions for the new solution. All of these were taken into consideration and below is a list of the concepts that were diverged from the research findings. 

  • NFT Creatives (Website) – This is the website where the visitors who are interested in art can learn about NFTs, connect with other artists, view upcoming and past exhibitions, explore tools and information that is relevant to artists. 
  • NFT Workshop – This is a ‘learn and play’ Type of workshop where the artists can get to learn about NFTs and open up dialogues regarding their challenges and wins as artists. The participants are also provided with all the necessary tools and guides to get them started on creating their own sustainable NFTs. 
  • Changemakers exhibition –  this is a curated exhibition that consists of all the artworks that are created during the NFT workshops.  Visitors can access the 3D exhibition through the website and they can also attend the in-person exhibition during the graduate showcase. 



To create potential visual directions, I focused on the main needs of Rhae Lee and I came up with the following four design principles. Below are the design principles that were used as guidelines throughout the implementation phase of the project 

The DNA Of The Project – Design Principles 


The concepts and the design principles provide a base to start bringing the project to life. I sketched out and generated as many ideas as I can using the 6–8–5 method. This method allowed me to focus on their ideas rather than the finer details which were vital for this stage of the project. 

6-8-5 Sketches 



The primary colour that was selected for the branding is brown. This is because the psychology of colour states that Brown is associated with nature, security, strength, and dependability. These are attributes that are associated with the NFT creatives. The participants are supposed to feel like they can depend on their peers and trust them with any personal information they may provide. 

The colour palette consists of two shades of brown, three shades of grey, black and white.



Brand & Style Elements: The NFT Creatives Colour Pallette

I also designed A handwritten logo. A cursive font with swirls was selected to signify the creativity that is encouraged at NFT Creatives.

Brand & Style Elements: NFT Creatives Logo

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