Ticketmaster / Live Nation partnership

An NFT for Afrotech 2024

A digital collectible for a booth activation at Afrotech 2024, designed to work across three companies' brand systems and wallets.

Client: Ticketmaster / Live Nation partnership · In-house
Type: NFT Design & Cross-Functional Collaboration
Deliverables: Illustration, Brand Identity
Credits: Kashia SpaldingDesigner. Concept, final artwork, and adaptation across partner platforms.

The Challenge:One Asset, Three Brands, No Clashes

The booth at Afrotech's Culture Park was styled like a living room, with a family portrait activation at its center. The NFT had to work as a digital keepsake and as an extension of that space. It needed Afrofuturist aesthetics, an emotional register matching the booth, and enough neutrality to sit alongside three distinct brand identities without looking like it belonged to any one of them.

Three companies with separate brand systems, none of which could dominate
A vague brief and a large stakeholder group
Cultural specificity that had to be authentic, not decorative
Technical interoperability across three platforms and wallet systems

The Approach:Echo the Room, Then Push It Forward

I treated the NFT as a visual echo of the booth's family portrait, reimagined through an Afrofuturist lens. The final artwork is a seated group in a glowing, abstract living room of the future.

Delivered across the engagement:

Concept development for the artwork
Visual exploration of Afrofuturism and family portrait conventions
Custom final artwork
Adaptation for cross-company digital wallets
Collaboration across internal creative, engineering, and partner brand teams

The Work

Afrofuturist Family Portrait NFT

Cultural symbolism, sci-fi lighting, and a rich palette, built to hold up across three brand platforms and multiple wallets.

AfroTech 2024 NFT

The Results:Hundreds of Claims

Hundreds of attendees claimed the NFT, which extended the booth's story about family and legacy past the event itself. The piece was singled out for landing both the corporate alignment and the cultural authenticity.

Client feedback

You hit the mark perfectly, even with a vague brief and a room full of stakeholders. It just worked.

Quick Answers

How Do You Design One Asset for Three Different Brands?

Build on the emotional and cultural concept rather than on any brand's visual system, and keep framing and iconography neutral. Alignment comes from the idea, not from borrowed brand elements.