Mini Monkey Mafia
‘21
Context
In 2021 at the height
of the crypto boom,
my friend and I cofounded an NFT collection,
Mini Monkey Mafia, with 5,000
images
that sold out within 3 hours
Crafting a brand
The visuals drew people in—but the story made them stay. We focused on building a world buyers could step into and expand themselves. What began as a monkey collection evolved into a larger narrative with mafia families, rival wars, baby monkeys, and godfathers
Rarity
Based on the combination of traits, each monkey was assigned a number for its uniqueness
Design
Each of monkey was created from a unique combination of colors, facial features, outfits, and accessories
Expanding the empire
Within hours of launch, we generated $500K+ in profit, and doubling that within days through secondary sales. The momentum unlocked bigger, bolder bets on the project
On the creative side, I pushed into experimental work and began partnering with other NFT collections and businesses to expand the brand
Forging new alliances
As we partnered with other businesses, the collection evolved both in brand direction and product offerings. I led the integration of each collaborator—balancing their visual style with our narrative to keep the world cohesive and recognizable
What difference was made?
$500,000
in net profits
Our collection sold out within three hours, generating profits through direct and secondary sales
25,000 members
across Discord and Twitter
A strong brand and narrative drove rapid customer growth. Within three months, our socials grew to over 25,000 active members
Mini Monkey Mafia
‘21
Context
In 2021 at the height
of the crypto boom,
my friend and I cofounded an NFT collection,
Mini Monkey Mafia, with 5,000
images
that sold out within 3 hours
Crafting a brand
The visuals drew people in—but the story made them stay. We focused on building a world buyers could step into and expand themselves. What began as a monkey collection evolved into a larger narrative with mafia families, rival wars, baby monkeys, and godfathers
Rarity
Based on the combination of traits, each monkey was assigned a number for its uniqueness
Design
Each of monkey was created from a unique combination of colors, facial features, outfits, and accessories
Expanding the empire
Within hours of launch, we generated $500K+ in profit, and doubling that within days through secondary sales. The momentum unlocked bigger, bolder bets on the project
On the creative side, I pushed into experimental work and began partnering with other NFT collections and businesses to expand the brand
Forging new alliances
As we partnered with other businesses, the collection evolved both in brand direction and product offerings. I led the integration of each collaborator—balancing their visual style with our narrative to keep the world cohesive and recognizable
What difference was made?
$500,000
in net profits
Our collection sold out within three hours, generating profits through direct and secondary sales
25,000 members
across Discord and Twitter
A strong brand and narrative drove rapid customer growth. Within three months, our socials grew to over 25,000 active members
Mini Monkey Mafia
‘21
In 2021 at the height
of the
crypto boom,
my friend and I
cofounded an NFT collection,
Mini Monkey Mafia, with
5,000
images that sold out within
3 hours
of launch
Context
Crafting a brand
The visuals drew people in—but the story made them stay. We focused on building a world buyers could step into and expand themselves. What began as a monkey collection evolved into a larger narrative with mafia families, rival wars, baby monkeys, and godfathers
Rarity
Based on the combination of traits, each monkey was assigned a number for its uniqueness
Design
Each of monkey was created from a unique combination of colors, facial features, outfits, and accessories
Expanding the empire
Our collection sold out within 3 hours, granting us financial capital to scale
Within hours of launch, we generated $500K+ in profit, and doubling that within days through secondary sales. The momentum unlocked bigger, bolder bets on the project
On the creative side, I pushed into experimental work and began partnering with other NFT collections and businesses to expand the brand
Forging new alliances
As we partnered with other businesses, the collection evolved both in brand direction and product offerings. I led the integration of each collaborator—balancing their visual style with our narrative to keep the world cohesive and recognizable
What difference was made?
$500,000
in net profits
Our collection sold out within three hours, generating profits through direct and secondary sales
25,000 members
across Discord and Twitter
A strong brand and narrative drove rapid customer growth. Within three months, our socials grew to over 25,000 active members