Art Blocks — An Evolving Identity for Generative Art

senior UI/Visual designer for Art Blocks
Overview
Art Blocks is the leading platform for generative art released on the Ethereum blockchain. Each artwork is created with code and minted on-chain, making every piece both unique and verifiably original. As the platform evolved from a grassroots experiment into a category-defining brand, the visual identity had to grow with it—becoming more expressive, more flexible, and more cohesive. My work focused on expanding and applying a system that supported artists, educated collectors, and ensured the Art Blocks brand remained recognizable without ever overshadowing the art on the platform.
My Role
Over the course of three years, I was the sole marketing designer at Art Blocks—owning visual design across communications, brand, and CMS-driven UI assets. I launched and maintained two Webflow marketing sites and led the evolution of our design systems as the company scaled. I collaborated cross-functionally with product, engineering, and community teams, and owned the design and content styling within our CMS to support homepage updates, artist profiles, and journal entries. My work focused on delivering consistent, scalable visuals that amplified generative art while aligning with shifting company goals.
The System
The foundational brand system, created just before I joined, included the Art Blocks logo, type system, and base visual language. My role was to carry it forward, build upon it, and ensure its flexibility across all design needs:
  • ‍Typography & Layout: I applied and extended the brand’s typographic system across digital and print environments, creating grid-based layouts that supported clarity and hierarchy.
  • Design Templates: Developed and maintained a full suite of reusable templates for artist releases, email campaigns, product updates, and event promotions—adapting them over time to match shifting business goals.
  • ‍Content Systems: Owned all content updates and styling within the platform’s CMS (Strapi), helping showcase new artwork, artists, and editorial content in a cohesive, brand-aligned format.
  • ‍Design Ops: Introduced scalable, repeatable visual systems that improved efficiency for a small team managing frequent releases and communication updates.
The Challenge
Art Blocks needed a design system that could support a growing community of artists and collectors without overpowering the art itself. As the ecosystem matured—from single artist launches to large-scale curated exhibitions, international events, and partner integrations—the brand required more structure, visual cohesion, and reusable tools to scale.
In the World
The brand came to life across a wide range of visible and behind-the-scenes touchpoints. I designed assets for:
  • Marketing Emails: Led the redesign and ongoing evolution of Art Blocks’ marketing and automated notification emails—transforming early ad-hoc layouts into clean, brand-aligned templates that progressed in tone and design as the company matured.
  • Web Design: Launched and maintained the public-facing B2C Webflow marketing site, and later a second B2B Webflow site for the company’s sister organization, all while ensuring they remained on-brand, responsive, and clear.
  • CMS-Driven Features: Worked closely with the Eng and Product teams to create and maintain homepage, artist profiles, and journal features to support Curated release announcements, education, and engagement.
  • Event Materials: Created print and digital assets for community events like Art Blocks Marfa Weekend, including signage, maps, and exhibition collateral to support the in-person collector and artist experience.
Impact
  • Improved design consistency and brand recognition across all communication channels
  • Homepage and journal updates contributed to ongoing artist visibility and consistent project sellouts
  • Redesigned emails increased readability and open and click-through rates of marketing and notification messages
  • Internal teams benefited from a repeatable system of brand-aligned templates and toolkits that reduced turnaround time and preserved visual standards
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