nicoalma

DoinGud

Two years bridging brand and product for a social impact NFT marketplace. Visual systems, campaign content, and user flows connecting artists, NGOs, and the crypto community.

Context

DoinGud was a social impact protocol and NFT marketplace connecting artists, NGOs, and crypto-native communities around a shared goal: do good while doing creative work. Nico joined before launch and stayed for two years, sitting between the product team and branding team, owning the space where both overlapped.

Challenge

Web3 in 2021-2022 was wild. The tech was confusing, the audience was split between crypto veterans and total newcomers, and the "social impact" angle needed to feel real, not performative. The platform had to onboard people who had never connected a wallet while also earning credibility with the blockchain crowd.

DoinGud brand system
DoinGud user interface
DoinGud screens 1
DoinGud screens 2

Designing Participation

A big part of the work was making the platform feel less intimidating. We experimented with small, game-like interactions: simple challenges, feedback loops, and progression mechanics that encouraged participation without dumbing things down. We also created membership sale pages with NFT-gated access, testing different community engagement methods to see what actually stuck.

DoinGud community features
DoinGud campaign content 1
DoinGud campaign content 2
DoinGud final screens

Impact

Over 100 NGOs listed on the platform. Thousands of NFTs minted with profits going directly to those organizations. The brand showed up at the biggest blockchain events: ETHDenver, Devcon Colombia, ETHBarcelona, ETHCC. For a protocol trying to prove that Web3 could actually fund social good, those numbers and that visibility made the case.