MetaJam Asia 2022 was Singapore’s first digital art and experiential festival - aimed at educating the public on NFTs and the Web3 mediums. It was a ticketed event that spanned over 3-months, and showcased highlights from global and local NFT communities. The phygital space focused on learning, exploring and experiencing Web 3 in an interactive IRL environment; featuring 7 key interactive zones. There were over 10,000 multidisciplinary pieces from artists around the region showcased in this event.
The three main objectives of the event were to create awareness, create trust & accessibility and lastly, to create desire in the Web 3 Space.
It was Kult’s role to conceptualise the exhibitions, materialise the educational content and create the visitor journey to fulfil those objectives.
Appointed as Art Director and Creative Lead, my role was to create a palatable yet exciting visual environment that would ease the public into the otherwise intimidating world of NFTs. More specifically, I had to realise a visual identity for MetaJam Asia and translate that visual identity into both the physical and digital space.
Branding
Based on the literal definition of NFTs, we tuned into specific keywords to use as a jumping off point - this created the foundation of the brand’s visual system and vision. The structural and stacked nature of “the blockchain” lent itself as inspiration into MetaJam Asia’s logo. The cubic imagery also alludes to the MetaJam providing the educational “building blocks” to learn about the Web 3 Space. Using the logo’s isometric grid, we were able to create patterns that expanded into the brand’s visual identity. This imagery of grid and cubes were also kept in mind as we designed the physical space - with quite a few installations and exhibitions taking on those forms.
Video Credit: Invade Co.
Watch the video below to see the space in full swing!
Credit:
Agency: Kult Studio & Gallery
Organisers: Invade.co, ChainDebrief & Kult Studio & Gallery
Art Director and Creative Lead: Astrid Ana Jansen