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It’s a studio fever dream when a company you already love happens to reach out to you. That happened with Dirt, who wanted to take their popular newsletter covering digital pop culture and entertainment, and create the Dirtyverse: an NFT-enabled editorial world covering books, streaming, fashion, blockchain, music, and the internet.

First-mover Advantage

Dirt has first-mover advantage in the Web3-enabled editorial space, but our research showed adoption of Web3 technologies could be a potential barrier for subscribers.

In building out a new way to consume content, we needed to educate our audiences on how to participate — there was no room for the user experience to be an additional obstacle. A premium reading journey would be the key to success for this product to become a repeatable model for future publications in the Dirt ecosystem.

  • Product Strategy
  • UI/UX Design
  • 3D & Motion Design
  • Front-end Development & Engineering
  • Back-end Development & Engineering
Screenshot showing Dirt’s topic navigation, which reads Dirt is a daily(ish) newsletter about digital pop culture. We cover books, streaming, fashion, blockchain, music, and the internet.
Screenshot of blog post titled: Ian Charms is a female owned handmade jewlery company based in LA with a featured image of Pete Davidson and a friend sitting at a basketball game

Gratification First

From the website to the newsletter, we brought to life the unique and effortlessly fun personality of the Dirt brand. We focused on making sure that the way readers find, subscribe to, and consume content feels simple, gratifying, and intuitive.

Image of a brand asset that reads Dirty Merch with cartoony mushrooms around the letters

Subscription Model 3.0

While predominantly covering non-crypto content, Dirt’s new media platform allows its readers access to different types of content through our custom-built NFT gating tools. Readers can connect their wallets (whether Metamask, Coinbase, or many others), choose their membership level, get access to limited edition content and artwork, and cement their status as a contributing member of the Dirt family.

Screenshot of a blog post titled: Dirt: Mementos, Aftersun and digital nostalgia
Screenshot of featured subscriber blog posts that reads: Gen Z VCs, Recession Gift Guide and others
Screenshot of a mosaic of all of the components that make up the Dirt site

Want to know more?
Let’s talk.

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