CASE STUDY → SOCIETY OF THE HOURGLASS

Creating a hub for community-driven storytelling and IP development with web3.

ULTD Studio’s goal was to bring to life an all-new IP, starting with a new type of mobile game, and to build tools that would unlock a new way to create complex game worlds for indie devs and smaller studios.

My Role

  • Brand & Identity

  • Creative Direction

  • Game Design

  • UX Research

  • Prototyping

  • UX Design

  • UI Design

Results

Signed a strategic partnership with Jumpcut Media, a Hollywood production studio, elevating our brand credibility.

Partnered with an Emmy-winning writing duo to write the pilot script for a new animated series.

Community feedback on our development process was overwhelmingly positive, resulting in a deeply engaged fanbase.

Overview

Building a brand is one thing. Building a community-driven Web3 brand is another beast entirely. Welcome to Society of the Hourglass—a case study in innovation, design, and user engagement.

Getting Started

The Problem

Traditional intellectual property development often takes place in isolation, detached from the very audience it aims to capture. We wanted to flip the script—create a brand that was community-driven from the ground up.

After initial market research and competitive analysis, we involved our community in every step. From the character designs for our NFTs to the story arcs in our animated series, every element was up for discussion, debate, and democratic decision-making.

Early storyboard sketches for the teaser trailer.

Early teaser trailer featuring illustrations and animations

Some of the character’s featured in the story! (left to right: Nigel, Ng Mui, Public Universal Friend, Harriet Tubman, Nefertiti, Sacagawea, and Ashoka)

Some early character designs for the brand’s generative art collection.

Branding & IP

Designing A Brand Hub

Brand Hub

Designing a website isn't just about the visuals; it's about crafting a complete experience. Utilizing the best practices in UX research, I began by conducting A/B testing and competitive analysis. Armed with that data, I designed the site's information architecture to optimize the user flow.

The design phase went through multiple iterations, informed by heatmaps and user session recordings. Accessibility was a priority, and the final designs were vetted for ADA compliance. The result? A community hub that not only looked good but functioned seamlessly, reducing bounce rates and increasing user engagement.

Early sketches and low-to-mid fidelity wireframes for the brand hub.

WIP logo design and component library for the brand’s design system.

Final design of the brand’s website. VIEW PROTOTYPE IN FIGMA

User-Centric Game Design

Texas HODL ‘Em

The design process for Texas Hodl 'Em began long before the first line of code was written. After identifying our target audience, I conducted in-depth interviews to understand what they valued most in gameplay. Persona development and journey mapping followed. From that foundation, I prototyped the game mechanics and visual aesthetics, incorporating the feedback loop from user testing at every stage. With each iteration, the game underwent rigorous QA testing to ensure smooth play and user satisfaction. Post-launch, I monitored analytics to continuously tweak and improve. The result? A game that wasn't just fun to play but was deeply engaging, providing real value to our community and brand.

Final UI design for Texas HODL ‘Em, a fun browser-based game for members of the SotH community.

Building A Community

Texas HODL ‘Em

Community feedback wasn't just a checkbox; it was the cornerstone of our IP development. By actively involving the community in decisions, from hiring Emmy-winning writers to securing a high-profile partnership with Jumpcut Media, we created a brand that people were not just consuming but actively participating in.

Discord and Twitter banner images for featured events and content.

The Final Product

A New World

Incorporating community insights and industry expertise propelled Society of the Hourglass to new heights. We secured a strategic partnership with Jumpcut Media, a Hollywood studio, giving our brand a distinct edge and credibility in a competitive space.

Our team’s commitment to quality storytelling was affirmed when we brought Emmy-winning writers onboard, resulting in scripts that resonated deeply with our audience. This blend of high-caliber talent and community-driven development led to overwhelmingly positive feedback, cementing our brand as not just another IP but a living, evolving story shaped by its community.

A spotlight and interview I did with DWTN Bentonville showcasing SotH’s vision for entertainment and community engagement.