NFT Marketing Playbook: ebook and access passes
The ebook and the NFT access passes for Ish Verduzco's NFT Marketing Playbook, where the pass you held was also the key that unlocked the book.
The brief
Ish Verduzco was publishing a marketing playbook for people launching NFT projects, and wanted the thing it taught to also be how you got hold of it. So the book was not sold. It was unlocked by holding a pass, and the passes were themselves a collection of 555 on Polygon.
That put two deliverables on one desk: a long-form ebook that had to be readable, and a set of access passes that had to work as collectible artwork at thumbnail size.
What I made
Twenty distinct pass designs, plus the layout and design of the ebook itself.
The passes carried different tiers of utility, so the artwork had to make rarity legible without a legend. A holder scrolling a marketplace grid needed to know roughly what they were looking at before reading a single word, which is a typographic and colour problem more than an illustrative one. The rarer tiers unlocked advisory time with Ish rather than more artwork, so the design had to signal value that lived outside the image.
The ebook had the opposite constraint. It is a reference document people return to, so it was set for scanning and re-entry rather than for a single read: clear hierarchy, and pages that survive being landed on out of order.
The passes are still on OpenSea.