Foundation started as a marketplace for buying and trading limited-edition goods and art, laying the groundwork for the NFT craze.

The founders brought me on to translate crypto and blockchain for a broader audience and to develop the brand narrative and voice. I created the key strategy documents and messaging, wrote the launch website, and spearheaded all brand communications, including blogposts, social, and press.

Since my work, the platform has evolved to focus exclusively on NFTs, but much of the foundational (!) language, positioning, and content remains. Check out some of my early work: This is Foundation. - Launch Blogpost and A 360-degree approach to generating value around art.