Drifters Universe

Drifters is a collection of rigged, customisable 3D avatars built to move across the metaverse, social media, and beyond. The founder had the characters and the concept. What she didn't have was a brand, a product, or a hook around the drop.

We built all three: a brand identity, an end-to-end avatar customiser, a poster generator, and the launch campaign around them.

Drifters needed to sell expression, which meant an identity that could stretch across thousands of character permutations without losing shape.

We built a system around control versus freedom, and used it to set the visual range: constrained and clinical at one end, saturated and expressive at the other. That range gave the launch campaign, website, and motion work a clear spine, and gave the community a visual language they could extend themselves.

Thousands of skins, outfits, accessories, and expressions, which is a merchandising problem as much as a design one. We borrowed from video games, and the fun mechanics that make them sticky.

We structured the configurator so depth surfaces progressively: broad categories, live preview throughout, posing integrated. The result is an interface people play with rather than complete.

A shareable output that creates connection.

The poster generator lets users drop their avatar into art directed scenes spanning high fashion to horror, producing finished NFT-style posters. We art directed the original 3D assets and treated the scenes as an editorial system, so every export looks intentional and every share works as marketing.

Best Awards Finalist, Large Brand.

A launch supported by a full product and brand system rather than a mint page, giving the project a use case beyond the initial sale. An active community since launch, creating characters, posters, and stories with the tools rather than holding assets.