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Dapper Labs
Driving Design Across Fan Experiences, Athlete Platforms, and CMS Systems
YEAR
2021 - 2023
Client
Dapper Labs
Responsibilities
Design Systems
Information Architecture
User Flows
CMS APP
Landing Page
Mobile Prototypes
Interaction Demos
3D Model
Branding
Motion Graphic
Position
Product Designer
team
Athlete Studio:
Design Team, Product Team, Engineering Team, Marketing Team
about the project
Design fan-facing experiences, athlete personal websites, and internal Content Management Systems (CMS) for the NBA and NFL, thereby empowering Web3 sports initiatives.
Client
Dapper Labs is a blockchain technology company building consumer-facing digital experiences and platforms at the intersection of sports, entertainment, and Web3, partnering with major global leagues and brands.
Project
Following Athlete Studio’s acquisition by Dapper Labs, the team continued operating as a dedicated group within the organization, expanding its work to support NFL and NBA team initiatives.
Role
As a Product Designer, I worked across a wide range of fan-facing and internal tools. Driving fan experiences, athlete platforms, and internal CMS tools across Web3 sports initiatives.
Designing In-Arena Fan Engagement Experiences
Creating immersive touchpoints that connect live audiences with digital products.
Designed real-time fan engagement experiences that bridged physical arenas with digital interactions. Focused on high-visibility environments where clarity, speed, and usability are critical, while incorporating 3D assets and motion to enhance immersion and drive participation during live events.
- Designed jumbotron visuals and Pack Drop landing pages
- Created 3D assets and motion visuals for in-arena experiences
- Connected live audiences with digital experiences
Included NBA Games
- NBA All Star
- NBA Paris-Zack & Cade
- NBA Portland Trailblazers
- NBA Sacramento Kings
Keywords
Fan Engagement
Live Events
Jumbotron
Landing Pages
3D Motion
Pack Drop Landing Page Design/Test (AJ Dillon)
Case Highlight — Portland Trail Blazers Pack Drop
Designed the visual and interaction system for the Portland Trail Blazers in-arena Pack Drop, optimizing for clarity and speed in a high-attention environment. Large-scale jumbotron visuals used bold typography, high-contrast layouts, and simplified motion to ensure the QR code remained instantly scannable across the arena.
Extended the experience to mobile by designing a custom Pack Drop landing page within The Studio CMS, maintaining visual continuity from arena screens to handheld devices. The mobile-first flow emphasized clear hierarchy, minimal steps, and fast feedback, enabling fans to quickly scan, sign up, and claim their digital collectible.
Designing Scalable Athlete Web Experiences
Evolving athlete websites to support new products while maintaining brand consistency.
Redesigned athlete websites to support new NFT-driven product experiences while preserving existing brand identities. Ensured consistency across platforms through close collaboration and art direction, aligning web and visual assets within a unified system.
- Redesigned athlete websites for NFT initiatives
- Integrated new products into existing systems
- Provided art direction across web and 3D assets
Keywords
Web Design
Branding
Art Direction
Icon and Graphic System
Template Design
Athlete Page Template Design (AJ Dillon / Chase Claypool / Kenneth Walker III)
Designing an Internal Athlete Marketplace CMS
Building a collaborative system to streamline workflows between teams and athletes.
Led the end-to-end design of an internal CMS, translating complex workflows into scalable product solutions. Established the foundation for Studio Space, improving collaboration between cross-functional teams and athletes in managing products and content.
- Led CMS design from concept to production
- Defined flows, UI, and prototypes with teams
- Built foundation for Studio Space
Keywords
CMS
UX
Systems
Workflows
Leading 3D Art Direction and Marketing Systems
Establishing a cohesive visual system to support campaigns across digital, physical, and social channels.
Contributed to the creation of 3D assets and marketing visuals for product launches across multiple channels. Led art direction for 3D content to ensure a consistent visual language across all assets, while introducing reusable templates and structured workflows to improve scalability and team alignment.
- Created 3D NFT assets and promotional videos
- Produced marketing materials across digital, physical, and social channels
- Led art direction to ensure consistency across all 3D assets
- Designed reusable templates to scale content production
- Defined asset tracking and workflow documentation for the 3D team
- Collaborated with Marketing Team to support campaign launches
Keywords
Art Direction
Workflow
Template Design
Social Campaigns
3D Motion
Astro League Logo & Branding
NBA Team Backboard Template (NBA All Star / NBA Paris-Zack & Cade)
NFL Steelers 50 Logo
Logo Chain Template
Logo Chain 3D & Motion Template
