CryptoPunks Legacy Project
Stewarding a Collection into the Future
CryptoPunks is the proto-NFT collection started by two technologists as a social experiment on digital ownership. Now they are the face of an on-chain art movement and a new generation of media — as one of the highest grossing art collections of all time with ~$3B in sales to date.
With the acquisition of the collection in 2022 - CryptoPunks needed stewardship and a clear brand vision in order to cement the project’s legacy as well as its future in the canon of digital art.
Sending a clear signal for the future of the project, we immediately launched a museum program focused on education and institutional partnerships, securing acquisitions from collection at Centre Pompidou, LACMA, ICA Miami, and Toledo Museum of Art as well as upcoming inclusion in exhibitions during Basel and at ZKM Museum.
“Restoration” of the project was also a critical next step - not only in terms of the technical backend but also in terms the archival work to document the collection’s community and meteoric rise. Critical product updates thoughtfully made to the future-proof marketplace - notably considered a work of art among technologists.
The team began archival work of codifying the palette and releasing fine art prints with Avant Arte. Then - we began a year long process of recording and documenting the history and community lore - this released in a 12-part video series released concurrently with a internationally-release of Punks documentary.
Taking a multi-pronged approach to the concept of “legacy” - we developed a brand voice and strategy from the ground-up. The new brand is meaningful interpretation of early internet culture and modern brutalism, filled with subtle nods to the pixel origins of the art. The brand is intentional and direct, with a museum-quality gravitas and playful dynamism that balances the tension between nostalgia and innovation.
As a culmination of this work and part of a greater objective to expand awareness - the new CryptoPunks brand hub was launched as a living source of truth for project info and initiatives.
Role: General Manager
Brand Strategy, Ops / Production, Partnerships