Executive Summary
Rebranding & Website Design
Uhuru NFT is a digital art and blockchain project that goes beyond collectibles—it's a cultural movement. This NFT collection tells the story of the Transatlantic Slave Trade that occurred between the 16th and 19th centuries across the Sub-Saharan African coast. The vision of Uhuru ("freedom" in Swahili) is to honor the memory, resilience, and untold stories of millions through blockchain permanence and creative expression.
Objective 01
Create a Bold & Reverent Brand
Design a logo system and visual language that respects the heritage, struggle, and empowerment that Uhuru represents—while being flexible enough for blockchain and NFT environments.
The heart of Uhuru is its storytelling power. Our approach focused on designing a brand that could:
Visually represent freedom, resilience, and time
Use symbolism rooted in African history (e.g., chains, waves, ancestral patterns)
Apply modern design aesthetics to connect with global NFT and art collectors
Enable a modular design system for various NFT drop themes, exhibitions, and activations
Objective 02
Website Design
We co-designed the website with assistant product designer Mac, prioritizing storytelling, interactivity, and minting efficiency.
We designed wireframes, low- and high-fidelity prototypes in Figma, tested flows with early testers from the NFT and Pan-African community, and adjusted copy, interaction speed, and wallet flows to ensure accessibility.
Strategy and execution
The Challenge
How do you design a modern Web3 platform that communicates both deep historical context and tech-forward innovation?
Balance
Impact
Brand Identity System
Visual Storytelling
Educational
Growth
Results & Impact
NFT Launch
The launch presentation reel has been shared across multiple NFT and art communities, drawing early investors, collectors, and culture-driven Web3 founders.
