Consensys

Linea NFT Collectibles

Linea, built by Consensys to scale Ethereum, is an ecosystem designed to empower dApps. To test Linea’s capabilities and support its growth, Consensys launched an interactive program inviting Web3 developers to participate in a series of on-chain challenges. As a reward, developers could earn a commemorative NFT marking their contribution to the evolution of Linea. I was responsible for shaping the strategy and execution of the final deliverables

Role: Campaign Strategy, Art Direction, Creative Production, Project Management, Account Management

Framework

The program was designed as a multi-week ‘voyage’, structured to gradually introduce developers to Linea’s ecosystem while gathering critical insights. Key elements included:

• Quest-Based Participation – Developers completed staggered “quests” to generate and analyze on-chain activity, surface findings, and resolve emerging bugs.

• Point System & Leaderboard – Participants earned points by successfully completing tasks (e.g., bridging Ethereum to LineaETH) and were ranked on a final leaderboard

• NFT Incentives – Developers were rewarded with NFTs, reinforcing engagement and commemorating their contributions

Creative Strategy

With these parameters in mind, we developed a gamified NFT rewards system that aligned with the program’s objectives:

• Commemorative NFT Collection – Developers completed staggered “quests” to generate and analyze on-chain activity, surface findings, and resolve emerging bugs

• Tiered Reward System – Participants would be airdropped an NFT based on their ranking, with rare NFTS reserved for top contributors

• Inclusive Recognition – Every participant, regardless of leaderboard standing, could claim an NFT as a token of appreciation

NFT Tiers & Naming Structure

• The supply (quantity) of each tier will correspond to a ranking on the leaderboard

• Alpha, Beta, Gamma, Delta – Awarded to participants based on leaderboard rankings, with supply diminishing at higher tiers

• Omega – A universal edition available to all participants, ensuring inclusivity

Creative Development

Art Direction and Storyboarding

• Each NFT was designed as a standalone work of art, while also contributing to a cohesive, evolving collection

• Drawing inspiration from Linea’s established creative direction, I evolved its flat, voxel-based graphics into a fully realized 3D world to enhance storytelling

• The visual narrative followed a singular voxel’s transformation, symbolizing growth, community, and the Ethereum ecosystem

3D Design and Animation

• Each NFT is built upon the last, creating a continuous visual journey while also looping elegantly as standalone pieces

• Animations ranged in length, with standard NFTs at 10 seconds and the highest-tier Alpha NFT spanning 50 seconds

• Sound design was incorporated to enhance the immersive experience, reinforcing the dynamic visual storytelling

Linea NFT Collection

  • Omega

    Open Edition

    Depicts the initial development of the network and the assembling of a community of individuals—the Lineans—who collectively shaped and strengthened the network’s foundations. This open edition extends the celebration to all participants of the Linea Voyage

  • Delta

    4th Tier

    Represents the inception of the network, the moment of instantiation of the testnet and activation of the community effort, sending waves of energy throughout the network, and setting into motion the potential to come

  • Gamma

    3rd Tier

    Illustrates the collective endeavor of the community of Lineans, growing the network through experimentation and iteration. Towers of blocks emerge from the shared foundation, symbolic of the new landscapes built together

  • Beta

    2nd Tier

    Depicts the energy, activity, and transactions helping form the new global network. It embodies the motion and dynamism characterizing the vibrant community, highlighting the unlimited energy and potential of Linea

  • Alpha

    1st Tier

    Depicts the entire story of Linea so far, through each of the stages of development, growth, connection, and adds the final stage: the completion of the voyage with the launch of Linea Mainnet. The Alpha edition represents the highest honor of the Linea Voyage and is reserved for the top tier of participants.

Results

Over 5.6M unique wallets submitted more than 50M testnet transactions


Over 352,000 commemorative NFTs minted for Linea participants


By merging engaging mechanics with thoughtful creative execution, this Linea initiative successfully fostered developer participation, community engagement, and brand affinity within the Web3 space

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