The 61Apes: Brand & Marketing
CLIENT:
Leveraged Labs / The 61Apes Community
Leveraged Labs / The 61Apes Community
THE BRIEF:
Transform the established 61Apes character into a fully functional, dynamic brand and marketing system capable of supporting high-velocity social campaigns, merchandise, and ongoing NFT drops.
DELIVERABLES:
Full Brand Asset Suite · Character & Personality Guidelines · Animated GIFs and Emojis · Social Campaign Templates · Marketing Visual Strategy.
OVERVIEW:
The 61Apes were designed to be the vital, personality-driven identity of the Leveraged Labs community.
The 61Apes were designed to be the vital, personality-driven identity of the Leveraged Labs community.
My task was to build a brand system that amplified the ape's 'Based' personality across every promotion and social interaction.
This required translating the core character concept into a cohesive marketing engine designed for viral impact and building deep community loyalty.
Translating Character into Brand Characteristics
We focused on distilling the ape's 'Based' persona into core brand characteristics—Dynamic, Relatable, and Sharp—to guide all visual output. This process ensured every asset felt cohesive with the core Leveraged Labs brand while injecting the necessary cultural edge required for continuous Web3 engagement and community growth.
Modular Campaign Toolkit for Velocity
The final marketing assets were built for maximum speed and deployment consistency. I created a modular kit of templates, standardized assets, and animated emojis for Twitter/X promotions, mint announcements, and community updates, enabling the team to spin up new, on-brand content quickly without sacrificing quality.
Establishing the Cultural Badge
This comprehensive brand system provided the visual power needed to consistently engage the community. The work successfully established the 61Apes as a recognizable, high-status identity badge across the Web3 space, ensuring the character brand was ready to support the subsequent Solana NFT collection launch.
