Ninjas In Pyjamas

Ninjas in Pyjamas is one of esports' most established organisations, with a global fanbase built on competitive legacy. For their first Fan Token Offering, I led the visual direction for the campaign introducing the $DOJO token. The campaign spanned across teasers, community voting to choose the token design, announcement assets, and explainer posts breaking down how the offering worked. The real problem wasn't aesthetic. Introducing a Web3 product to a gaming audience risks reading as a cash-grab, so the design had to make the token feel like it belonged to NiP. I built the system around nostalgic gaming language (common visual elements that build familiarity instinctively) and let the Web3 and esports cues sit inside it. The campaign carried fans through every phase of a complex launch without losing the brand's voice.