CASE STUDY
The Moku platform is the central nervous system of the Grand Arena ecosystem—a comprehensive web application designed to bridge the gap between complex blockchain utility and intuitive, high-energy gameplay. As Creative Director, I led the end-to-end design of the platform, transforming complex data into a seamless, high-energy interface. My role was a hybrid of product strategy, mentoring a junior UI/UX team, and hands-on technical execution.
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Company: Moku
Role: Sole Creative Director (End-to-End Ownership)
Timeline: 6 Months (Concept to Launch)
Team: 4 Direct Reports (1 Junior UI, 1 Junior Graphic Designer, 2 Illustrators)
The Challenge: Executing a high-fidelity, high-logic gaming platform with a lean, junior-heavy team under an aggressive deadline.
THE DIGITAL COLLECTION
Our core UI challenge was moving away from the cold, clinical inventory list typical of Web3 apps. Instead, we leaned into the nostalgia of physical collecting.
We designed a digital binder that allows players to collect, craft, and view their Mokis and cards in a tactile way.
THE EXPERIENCE
I prioritized visual hierarchy and scannability, ensuring that rarity levels and card stats were immediately legible.
THE UX FOCUS
We built "Shareable Moments" into the binder’s DNA, allowing players to export high-res views of their collections. This turned the UI into a social tool, flooding Twitter with player-generated pride.
THE FLEX
THE TRAINING LAYER
We needed a way for Moki holders to level up five distinct stats in a way that felt personal, not just functional.
Technical Scalability: To keep the platform engaging, we repurposed existing pixel-art Moki assets and integrated them into modular backgrounds. This allowed us to refresh the "vibe" of the training layer every season without a total UI overhaul.
Buff Booty Boys (The Gym): We gamified the waiting period by creating a "Gym Façade." Depending on the stat being trained, the player's specific Moki appears in a custom-animated environment "working out" until the task is complete.
Fun Fact: The Buff Booty Boyz concept was something that was born during an Art Hangout Stream on Discord which we were eager to bring into the Ecosystem.
CONTESTS & FANTASY
The Fantasy side of the platform is where the ecosystem’s utility pays off. This is the competitive hub where players build lineups to win prizes and climb the leaderboard.
I oversaw the UX flow for the lineup builder, ensuring players could quickly filter their collections and understand their competitive edge before entering.
INFORMATION ARCHITECTURE
We designed celebratory "Victory" moments—vibrant UI animations and status updates—that rewarded players for their engagement. This "win-win-win" approach drove retention and reinforced the platform’s value to both players and investors.
THE WIN STATE
TECHNICAL CRAFT: RIPS, REVEALS, & RIVE
To ensure the platform felt like a world-class gaming product, I personally executed the CG card pack sequences. I built the "pack rip" and the subsequent card carousel reveal in Rive, ensuring that the high-polish 3D visuals performed seamlessly within a web environment. This allowed us to bridge the gap between "high-quality cinema" and "performant UI," creating a future-proof system that scales as the Grand Arena platform grows.
BOOSTER BOX PRE-SEASON LAUNCH
Before the launch of Season 1, we created a unique Pre-Season Booster Box to drive early engagement and reward our community. This was a high-touch collaboration involving unique promotional cards and accessories for the Ronin game Axie Infinity.
Collaborated with our illustrator on the 2D assets to ensure they hit our “We take dumb seriously,” aesthetic.
ART DIRECTION
Personally modeled, shaded, and composited the product shots and the box-opening sequence.
3D Execution
Using Rive, I built a loopable, interactive reveal that felt physical and rewarding. This wasn't just an animation; it was a data-driven system handed off to engineers that could dynamically surface card data while maintaining a premium, high-fidelity look.
INTERACTIVE REVEAL
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THE RESULTS
The launch of the Moku platform was the final piece of the puzzle, unifying Moki Mayhem, the Trading Card Game, and our Genesis NFT collection into a single, high-utility ecosystem. Built and launched in under a year, the platform transformed Moku from a collection of assets into a robust Web3 brand with significant market movement.
We saw the floor price of our original NFT collection rise from 250 RON (~$55 USD) to 1,500 RON (~$340 USD), representing a massive increase in real-world value for our earliest supporters.
ECONOMIC GROWTH
The ecosystem oversaw over 8 Million RON (~$1.1M USD) in total trades across Genesis Mokis and the 860,000+ digital trading cards.
TOTAL MARKET VOLOCITY
By engineering custom royalty protocols into every trade on the platform, we created a "forever" revenue stream that has generated over $80,000 USD in passive income for the studio.
SUSTAINABLE REVENUE
Despite a massive supply of cards, less than 3% of players are currently listing their assets for sale. Currently, 97% of our 4,300+ active players are holding their cards and Mokis—proving that the visual quality and platform utility have created long-term value that players don't want to part with.
DIAMOND HANDS
By bridging the gap between complex blockchain mechanics and a delightful, user-centric interface, we didn't just build a web app—we built a home for a community. The platform stands as a testament to how high-polish art and strategic UI/UX can drive both player joy and serious business results.