MAJOR

DESIGN
PROJECT
Sanya Mehta
Communication Design
Level 6
 ACKNOWLEDGEMENT
This Major Design Project was an Industry led I would also like to give a massive thank you to
project supported by my college, the Indian our past faculty professor Shyam Attreya. Even
Institute of Art & Design and the industry, though it was little time spent under his wings,
Gutenberg. I would like to express my gratitude the knowledge and wisdom he transpired during
towards my Senior Art Director at Gutenberg, the time I learnt from him has played a major
Sandeep Sharma for hiring me as a full-time design roll in helping me reach where I am today. For
trainee as I commenced my MDP, giving me a chance that I will be forever grateful.
and platform to express my ideas and contribute as
a Design Trainee in the company. I’ve been able to Finally, I would also like to thank my family
express my ideas and learnings from college and and friends for encouraging me and pushing me
learnt a lot from them at the same time through forward, along with my colleagues at Gutenberg
their constant feedbacks and discussions. in the Design team for always being supportive
and humble and creating a wonderful environment
I am thankful to my college professors Aarti to work in.
Uberoie for having me go forward with my choice of
industry to pursue this industry led MDP and for
their feedback and advice. I would also like to
thank my mentor Manisha Pritilaya who helped me in
clarifying my thoughts and spent time to give me
feedback on how to better express my ideas and
work.
CONTENT
01
ABSTRACT
02
INTRODUCTION
03
PROJECT
04
WHAT IS
OVERVIEW CROSSTOWER ?
-Understanding the
company
CONTENT

05
MY ROLE
06
RESEARCH
07
NFT LAUNCH
08
DESIGN SYSTEM
6.1 User Persona
6.2 Competitors
CAMPAIGN Process + outcome

6.3 competitor analysis- a) 7.1 NFT User Persona

Coinbase 7.2 Planning and execution of
b) Binance NFT Launch Campaign
7.3 NFT creative campaign 1
c) Crypto.com 7.4 NFT creative campaign 2
d) kraken 7.3 NFT Creative campaign 3
6.4 Visual direction 7.4 Meme
6.5 Observation 7.5 Creative References
6.6 Visual Representation
6.7 Final CT colours &
typeface
6.8 Visual Board
CONTENT

09
FEEDBACK
10
CONCLUSION
11
BIBLOGRAPHY
Given by senior
art director at
gutenberg
ABSTRACT
The Major Design Project, in the final
semester of our four year long journey of
design communication, is an opportunity for
us to bring together and apply all prior
learning, to develop a viable design
solution in response to a chosen problem
and context or work in an industry based
project. It provides a platform to
critically analyze, evaluate, apply and
validate the various skills learnt over the
past four years, in a real-life situation.
I chose to work with Gutenberg, a marketing
agency as it was a perfect opportunity for
me to gain an industry based experience,
along with working with foreign clients
gave me a lot of exposure on how to better
express my ideas and work.
INTRODUCTION
The following document is the
process evidence of my major design
project which is the final semester
of our four-year design journey.
This project is offered to me by
Gutenberg.
The project was focused working
with their client CrossTower to
corporate branding & design
strategy for the global social
media platforms.
PROJECT OVERVIEW
Project Brief: Crafting the corporate
branding and design strategy for the
global social media platforms of
CrossTower, one of the leading crypto
currency exchange platforms.

Scope of Work: Develop formats for

various social media platforms,
emailers and Marketing Collateral,
which present a unique identity for
CrossTower.

Evaluation: A presentation of their

observations and design audit of
CrossTower and benchmarking of the
industry competition and suggestions on
creating a differentiating campaign.
WHAT IS CROSSTOWER ?
Founded in 2019, CrossTower is a
crypto exchange offering capital
market capabilities with offices in
the U.S., Bermuda, and India.
CrossTower empowers smart money to
push the limits of what is possible.
It provides the best-in-class
services and products tailored to the
needs of retail traders and
institutions, including hedge funds,
family offices, endowments, pensions
and other market participants.
CrossTower leverages its vast
experience in trading, technology,
operational infrastructure,
innovative pricing, regulations, and
compliance to make cryptocurrency and
digital assets accessible to retail
and sophisticated institutional
market participants.

Accessed via the CrossTower
Global Pro platform, futures
trading is available to
clients. It will benefit
institutions – including
asset and wealth managers,
family offices, hedge funds,
professional traders on both
the buy and sell side – and
sophisticated retail
customers.
Who is crypto trading for?
- Anyone can invest in crypto
exchange platforms. You can
either buy or sell
cryptocurrency, and even exchange
to trade one crypto for another —
converting Bitcoin to Litecoin,
for example — or to buy crypto
using regular currency, like the
U.S. Dollar. Exchanges reflect
current market prices of the
cryptocurrencies they offer.
MY ROLE
As a design trainee at
Gutenberg under the
leadership of Mr. Sandeep
Sharma, I was expected on
curating creatives for
CrossTower's Social Media
platform, which present a
unique identity for
CrossTower.
RESEARCH
USER PERSONA
USER PERSONA
psycho-analysis
In the 3 scenarios we saw 3
different people with
different goals invest in
crypto.
David, lacks the adoption of
cryptocurrencies, the poop
communication from the token
teams and hype and
speculations with the crypto.
Rachel, lacks saving
opportunities for her
generation and the slow
technology with high security
risks and complicated
navigation of the investment
tools.
Rafael who's overwhelmed with
the complicated feature of the
investment tools and struggles
with the poor customer
support.
 USER PERSONA

Aspirations

Problems:
David, who's a crypto enthusiast, Rafael, who's a curious investor,
sees crypto as a means to bring aims to retire early, spend more
financial independence to the time with family, and stay updated
masses and securely use crypto as with the current technology.
everyday payment. Moreover, to
solve that faults of the current
monetary and govt. system with
crypto.

Rachel, a crypto newbie, having a

goal of getting ahead at work &
forging successful career, wants
full financial independence and
wants to be able to pay for
mortgage.
COMPETITORS
Binance Coinbase Kraken Crypto.com
COMPETITORS ANALYSIS
Coinbase
the colours used by
coinbase are very eye-
catchy and popping.

Pros
the colours are eye-catchy
and the font used is FF
Daxline.

Cons
They dont seem to have one
praticular colour theme
which make the grid looks
untidy
COMPETITORS ANALYSIS
Binance
the colours used by Binance
is black and yellow and the
font used is IBM Plex Sans.

Pros
the coloursblack and yellow make
the creatives look neat and
cohesive.

Cons
it looks a little monotoneous
and boring.
COMPETITORS ANALYSIS
Crypto.com
crypto.com doesn't seem to
have a consistent colours
running through theirsocial
media grid.

Pros
they've mostly used bold colours
and the type and visual elements
seem to be very minimal.

Cons
not showcasing a lot of
information that they could
through social media.
COMPETITORS ANALYSIS
Kraken
the colours used by Kraken
are very pastel blue, pink,
purple which makes the
creatives pop out.
Pros
the colours and typeface is very
eyecatchy and attractive with
the use of visual elements.

Cons
some posts look monotonous and
there is no consistency.
 VISUAL DIRECTION
Visual themes and directions

the texture and the background used in this creative

the spacing between the text and the main artwork

the gradient blue is very attractive

the bright colours used in this creative makes the

creative look very attrative and the placement of the elements and the gradience
the background compliments the colours of the MFT monkey of the square in between the creative
and the three other elements/NFTs shown.
 OBSERVATIONS
the gradient blue compliments with the background

the dark background with no texture makes the artwork pop out
 VISUAL REPRESENTATION
logo

the treatment of the text makes it differentiate the importance of the main text from the body.

the falling bitcoins in the bg makes it look like a crypto creative

the women touching the screen totally goes with what the text talks about

the NFT blended in the

bg makes it look like
logo
a crypto/nft
marketplace oriented
creative.

the treatment of the text makes it differentiate the importance of the main text from the body.

the falling bitcoins in the bg makes it look like a crypto creative

the women touching the screen totally goes with what the text talks about
VISUAL REPRESENTATION
logo

the treatment of the text makes it differentiate the importance of the main text from the body.

the falling bitcoins in the bg makes it look like a crypto creative

the women on her phone happily trading (crypto coins coming out of the screen) totally goes with what the text talks about

the statistics/graph in the bg represents the girl happily trading with CrossTower

logo

the statistics/graph in the bg represents the girl happily trading with CrossTower

the treatment of the text makes it differentiate the importance of the main text from the body.

the falling bitcoins in the bg makes it look like a crypto creative

denotes security

the women on her phone happily trading (crypto coins coming out of the screen) totally goes with what the text talks about
VISUAL REPRESENTATION
In consistency with the overall
messaging framework of Secure,
Simple & Reliable bringing in the
product benefits of perpetual
futures of:
• No Exipration Date
• Catering to the Safety & Pricing
concerns of the Target Group.
A simple communication that binds
the above and aims for a fruitful
future.
CROSS TOWER BRAND
Simple. Secure. Reliable.
The overarching messaging that
resonated with the audience
keeping in mind:
1. Their pain points
2. The key benefits of CrossTower
summarized to have a
straightforward connect with the
audience coupled with distinct
retail benefits.
FINAL CT COLOURS
The colour Blue denotes trust and
professionalism, CrossTower being the mix of both
is why CrossTowercolours are blue and white

used for the background of the creatives.

#000658

used for the Typography of the creatives.

#ffffff
Visual board
TYPEFACE
Poppins
Poppins Medium
Poppins ExtraBold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Uu Vv Ww Xx Yy Zz
TYPEFACE
Poppins

Poppins is a geometric sans-serif typeface published

by Indian Type Foundry in 2014. It was released as
open-source and is available for free on Google
Fonts. Indian Type Foundry describes Poppins as “an
internationalist take on the geometric sans genre.”
It supports both Latin and Devanagari languages and
is available in nine weights with matching italics.
NFT LAUNCH
CAMPAIGN
NFT USER PERSONA
Name – John Doe​

Age – 28​

Profession – Artist​

Meet John, a successful designer with many years of

experience in big international companies. He has his own
online exhibition with art objects. At the moment he is
mastering modern technologies in art & NFT Technologies.​

He wants to use the marketplace to sell his own

collection.​
NFT USER PERSONA
Name – David Brown​

Age – 33​

Profession – Businessman​

Meet David, a former financial analyst who has built a

successful business in cyptocurrency exchanges through
analysis & research. He wants to use the NFT
marketplace to expand his business.​

The field of creativity is new to him, but currently he

is in the process of training.​
Planning and execution of NFT Launch Campaign
Brainstorming meeting for NFT campaign
CAMPAIGN 1
Asking Thought-Provoking Questions to
everyone about ‘Are you a creator?’ or ‘Do
you like collecting various unique assets?’
or ‘Do you like to trade your collections?’ -
can become a key to educate people about
NFTs, tell them about CrossTower marketplace
capabilities and to get access to the most of
unique NFTs on our platform.​
With the craze of NFT spreading at a rocket
​
speed – we want to pause and be mindful of
the kinds of audiences we wish to attract and
our goal with each. As some of the
geographies, there will be a crowd which has
keen collectors and traders, while in some
countries there are more creator category of
people. Our idea is to connect the dots and
introduce the creators to a market full of
opportunities and bring them to CrossTower’s
platform.​

#NFTVerse​
CAMPAIGN 2
To drive NFT enthusiasts to list their
digital asset on CrossTower’s NFT marketplace
at zero minting cost.​

Our research says (in annexure) that most of

the geographies we are targeting, the
prospect audience segment of creators are not
aware on how to list an NFT? Or they presume
that listing NFT is a very time consuming,
unregulated or an expensive effort.​

Through this campaign we want to encourage

NFT creators/sellers/enthusiasts to list
their first digital asset on CrossTower NFT
Marketplace at zero minting cost. We believe
the best way to go all out and reach the
masses is by facilitating the users at zero
cost, *for a limited time only.​
CAMPAIGN 3
Post 2-3 months of launch –and when CrossTower has
more categories of NFTs listed, stronger partners
on-boarded and enough noise of its NFT marketplace
amongst media, investors, prospect creators,
partners, sellers, traders and collectors –we
recommend CrossTower should then host the first-
ever Global NFT Fair.
This can be a curtain-raiser live exhibition event
of CrossTower’s all the rare, real and royal NFT
collections –as well as the once coming soon.
The idea is to host this at a global scale –that
is it goes on ground with NFTs the same day across
US, Europe, UAE and Indiato garner the maximum
coverage and leverage our global teams. It can
collaborate withthe museums, malls, galleries or
the likes of Crypto Art Fair, at Times Square in
New York City or India Art Fair in New Delhi. Can
be in hybrid-model –it will need presence of some
renowned artisans or musicians locally in each geo
and extended invitations to prospect investors,
partners, influencers, etc. We believe this event
will create additional avenue for more partnership
for CrossTower and increase visibility of NFT
marketplace scaling with speed.
Meme
Memes are simple, succinct and
explicit way of conveying message to
the masses and an easy way of spread
the message. they are relatable and
gives a sense of belongingness to
people. The very process of
propagating memes, sharing them on
their social media platforms, and
tagging their friends under specific
meme pages has enhanced
communication across the world, and
has contributed to the success of
globalisation.
CREATIVE REFERENCES
for meme
DESIGN SYSTEM
Creative Brief NFT SET-3
Design System
Process
logo

Gotham Black,52 pts

effects-stroke

Gotham Black,52 pts

effects-stroke

Gotham Black, 75 pts

Process
1. Collection of graphic elements based on visual references, brief and market trends.
2. Experimenting with visual composition.
3. including content and finalising.

TEXT

1 2 3
Process

1 2 3
Process
This was mostly the process I
used typically collecting
grapgic elements first,
experimenting withvisual
compositions and then using
type to arrange text to
create visual impact and
convey the message discussed
in the brief. However, this
process may vary according to
the brief an iterative and
feedback loop.
Design System
Process

logo

Poppins, medium , 134 pts

Poppins, regular , 48
pts

NFT Art works by Shannan Rose

Poppins, regular , 20
pts

shadow Poppins, light , 12 pts

Poppins, medium , 44 pts

Poppins, medium , 21 pts

Poppins, medium , 53 pts
Creative 1 Creative 2
 Creative
Creative Brief
 Nft Art work bg, blended and 17% opacity

Poppins, medium, 72 pts

Poppins, bold, 90 pts

Poppins, semi-bold, 60 pts

smart object, blended

Poppins, semi-bold, 72 pts

smart object, blended

NFT monkey

NFT Art

Poppins, semi-bold, 111 pts

pen tool, effects

DESIGN SYSTEM
Creative Brief
Design System
Process

logo

Poppins, medium , 134 pts

Poppins, regular , 48
pts

NFT Art works by Shannan Rose

Poppins, regular , 20 pts

shadow Poppins, light , 12

pts

Poppins, medium , 44 pts

Poppins, medium , 21 pts

Poppins, medium , 53
pts
Creative 1 Creative 2 Creative3
Design System
Process

logo
Poppins, semi bold, 90 pts

Poppins, medium , 42 pts

Poppins, regular , 36 pts

NFT Art works

Poppins, medium , 48 pts

Poppins, medium , 21 pts

raleway, italics , 30 pts

Other Options
DESIGN SYSTEM
Creative Brief
DESIGN SYSTEM
Creative Brief
Creative-1 Creative-2
Creative-3
DESIGN SYSTEM
Creative Brief

Creative GIF
GIF breakdown
DESIGN SYSTEM
Creative Brief
Creative-3 Creative-5
Creative-7
DESIGN SYSTEM
Creative Brief
other options
DESIGN SYSTEM
Creative Brief
Creative-1 Creative-3 Creative-4
Creative-5 Creative-6 Creative-7
DESIGN SYSTEM
Creative Brief
Creative-3.1 Creative-3.2 Creative-3.3
Creative-3.4 Creative-3.5
DESIGN SYSTEM
Creative Brief
Creative
DESIGN SYSTEM
Creative Brief
PROCESS: FEEDBACK (REJECTED)
PROCESS: FEEDBACK (Approval)
DESIGN SYSTEM
Creative Brief
Creative
CT Story
DESIGN SYSTEM
Creative Brief NFT SET-1
Creative 1 Creative 3
Creative 2
Creative 4
DESIGN SYSTEM
Creative Brief NFT SET-2
Creative 1.1 Creative 1.2
Creative 1.3 Creative 1.4
Creative 1.5 Creative 2.2
Creative 3
FEEDBACK
Some of the feedbacks I got from my senior
art director
FEEDBACK
Some of the feedbacks I got from my senior
art director
FEEDBACK
Some of the feedbacks I got from my senior
art director
CONCLUSION
My goal at Gutenberg was to execute whatever I've
learnt in these 4 years of design education not
only as a student from Indian Institute
of Art and Design, but also to incorporate skills
I've learnt at Singapore's Nanyang Academy of Fine
Arts. Nevertheless, I learnt a lot working for
four months as an employee, (design trainee) and
as you can clearly see how much my skills improved
from my first creative till the last one.

Initially, the feedback that I got was for how

slow I was in making creatives and for that I kind
of did struggle till the end as well, cause the
further I went I started getting harder and
harder creatives to make and since day one I was
made aware of how important CrossTower is as a
client. The whole journey educated me
and showed the proffessional side of working in
the industry as a designer.
BIBLOGRAPHY
https://www.google.com/url?sa=i&url=https%3A%2F%2Fbscpost.com%2Fmapping-the-nft-revolution-market-trends-trade-networks-and-visual-
features%2F&psig=AOvVaw1hGc7uuCN6AbL1Kojd0gES&ust=1653080104490000&source=images&cd=vfe&ved=0CAwQjRxqFwoTCKjwl7W57PcCFQAAAAAdAAAAABAD

https://www.scmp.com/yp/discover/lifestyle/features/article/3065773/why-do-memes-matter-look-good-dank-and-viral

https://www.google.com/url?sa=i&url=https%3A%2F%2Fcurrency.com%2Fnft-sales-boom-as-retail-buyers-make-majority-of-
purchases&psig=AOvVaw1hGc7uuCN6AbL1Kojd0gES&ust=1653080104490000&source=images&cd=vfe&ved=0CAwQjRxqFwoTCKjwl7W57PcCFQAAAAAdAAAAABAJ

https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.creativebloq.com%2Ffeatures%2Fnft-trends-
2022&psig=AOvVaw1hGc7uuCN6AbL1Kojd0gES&ust=1653080104490000&source=images&cd=vfe&ved=0CAwQjRxqFwoTCKjwl7W57PcCFQAAAAAdAAAAABAU

https://www.google.com/url?sa=i&url=https%3A%2F%2Fqueue-it.com%2Fblog%2Fexciting-future-nft-
trends%2F&psig=AOvVaw1hGc7uuCN6AbL1Kojd0gES&ust=1653080104490000&source=images&cd=vfe&ved=0CAwQjRxqFwoTCKjwl7W57PcCFQAAAAAdAAAAABAa

https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.outlookindia.com%2Fbusiness%2Fthe-nft-metaverse-link-understanding-the-bigger-picture-news-
182520&psig=AOvVaw1hGc7uuCN6AbL1Kojd0gES&ust=1653080104490000&source=images&cd=vfe&ved=0CAwQjRxqFwoTCKjwl7W57PcCFQAAAAAdAAAAABAw

https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.printful.com%2Fblog%2Fcrypto-art-
nfts%2F&psig=AOvVaw1hGc7uuCN6AbL1Kojd0gES&ust=1653080104490000&source=images&cd=vfe&ved=0CAwQjRxqFwoTCKjwl7W57PcCFQAAAAAdAAAAABA8

https://crosstower.com

https://www.freepik.com/home

https://www.istockphoto.com
Apart from working for CrossTower, I made
some creatives for other clients at
Gutenberg too.
BRIEF
BRIEF
Creative 1
Creative 2