SuperRare is a marketplace for buying and selling NFTs from the world’s top artists. Originally it was formulated as technology that enabled people to mint their images to gain ownership over the content. They’ve evolved into a leading contender in the digital art space.
The task was to help translate the new concept of NFTs through the SuperRare marketplace by naming and branding the company to complement the early product and discovery experience for artists and collectors.
The naming process was fluid and happened organically over the course of building the product and brand. The concept of a 1 of 1 made us think of the most obvious and almost teenage name. SuperRare describes both the work on the platform and the spirit of the brand.
The brand came together as an iterative collaboration with the founders. While concepting the product we wrapped it in an identity to anchor both the platform itself and the artists using it. We focused on a minimal design system to underpin the utility of the product while maintaining a contemporary aesthetic.
The concept of NFTs was new when we first collaborated with SuperRare. One of the early guiding principles was to simplify the user experience for both creators and collectors and to make it easy to understand and enjoyable to engage with. We worked with the team to define organizing and interaction principles for the both sides of the marketplace grounded in a two-way easy and enjoyable experience.
Getting SuperRare to become a reality required a level of technical and industry knowledge that could only come from practitioners in the space. The founding team's skillset was the unique blend at the right time and applied to the right area when the market was ready to adopt it. Working with the founding team of SuperRare, we established the core brand entity and product structure to help bring to life the technology and application the team was envisioning. At the time we discussed how one day the platform could facilitate all sorts of creators from institutional galleries to small independent artists and put them at the same level on the same platform - we are thrilled this vision has been realized and that the name, brand, and product principles have endured.