[ Ledger ] Market
Background
In 2022 I joined Ledger, makers of security hardware for crypto and NFTs, to be part of an intrapreneurial team establishing a digital asset marketplace under the Ledger brand.
[ Ledger ] Market was the most secure platform for artists and brands to release their NFTs, and gave Ledger a playground for experimental brand collaborations with leaders of culture in the web3 space–including hardware, merch, and digital art.
We constructed the framework for how [ L ] Market worked with artists, including artwork licensing, commissions, and one-off drops. We also designed two special projects–a generative art drop and a monthly "artist-in-residence" program–that demonstrated Ledger's cultural relevance while driving sales of hardware products.
Vital Statistics
10.22-5.23
Responsibilities:
Program Architecture, Curation,
Artist Relations, Asset Management, Copywriting
Team:
Parker Todd Brooks, Creative Direction
Chris Carlson, Product Direction
Patrice Orenes-Lerma, Engineering
Lidiia Emilianova, Project Management
Art on Ledger Stax
Product Launch: Ledger Stax
At Ledger 0p3n in December 2022, Ledger announced a new hardware device, the Ledger Stax. Invented and designed by Tony Fadell, Ledger Stax offering unparalleled accessibility and interactivity for consumers, and featured a customizable curved E-Ink display.
[ L ] Market's goal was to devise a drop strategy that would bolster sales of Ledger Stax devices.
Strategy
Art on Ledger Stax brought together 5 notable generative artists to create algorithms that produce artworks specifically designed and formatted for Ledger Stax’s screen: Sasha Stiles, Studio Yorktown, Linda Dounia, Andreas Gysin, and Sarah Ridgley.
We hosted a presale of Ledger Stax on [ L ] Market, which came with a Mint Pass for the Art on Ledger Stax Collection. When redeemed, the Mint Pass would be exchanged for a randomly generated artwork from the collection. We sold 3.7k devices in presale.
Responsibilities
While program design was a product of team collaboration, I was responsible for artist curation, the curatorial narrative and product story, and copywriting. I also worked closely with [ L ] Market's Head of Product, as well as gmStudio's developers, to ensure artists produced works met technical requirements.
Results
Dropping alongside fulfillment of the Ledger Stax device, Art on Ledger Stax was the first-ever multi-artist generative art drop.
The initiative secure 3.7k device pre-sales.
Learn more about the artists and the project, and get a Mint Pass here.
• • •
Inspired by Ledger Program
Overview
In March 2023, Ledger launched Inspired by Ledger: a patronage program for creatives in the web3 space to create artworks exploring the Ledger brand and mission. Each month a new artist would drop an artwork as a time-limited edition, available for free claim by the [ L ] Market Pass holder community. [ L ] Market Passes were obtainable on the secondary market, or via a new device purchase.
At launch, the project saw a 30% uptick in floor price of the [ L ] Market Pass, and the initiative was picked up by Hypemoon, NFT Evening, Defiance Media, and Metaverse Post. The program announcement had 56k impressions on X, and generated recurring monthly traffic to [ L ] Market on drop days.
Vital Statistics
10_22-2_23
Responsibilities:
Program Architecture, Curation,
Artist Relations, Asset Management, Copywriting
Team:
Parker Todd Brooks, Creative Direction
Chris Carlson, Product Direction
Patrice Orenes-Lerma, Engineering
Lidiia Emilianova, Project Management
Adding Value
In 2022, Ledger's product suite included one-time-purchase hardware wallets, Ledger Live software, and the B2B Ledger Enterprise Suite.
Ledger wanted to increase engagement with Ledger products both online and onchain.
In designing an "artist in residence" program for Ledger, we had to optimize for the following goals:
- encourage recurring interactions with Ledger, Ledger Live's NFT viewer, and
[ L ] Market–both online and onchain; - incentivize device sales
- establish Ledger as a patron of the arts
- add value to the [ L ] Market Pass
- reach new audiences and potential customers.
