Hatchyverse

Hatchyverse started as a collection of creatures, the Hatchies, and grew into an IP owned and governed by its community through a DAO. Around it ran a creature collection, player avatars, a marketplace, games and community creations. I joined as freelance UX Director and became Creative Director of the whole IP.

Many products were running in parallel, built by a mostly freelance global team and community partners, each with its own look and rules. The world needed one identity and a clear canon, so every product would feel like part of the same universe.

Freelance Creative Director for the whole IP, owning identity, branding, worldbuilding and character design, and approving products as canon.

• Created the Hatchyverse identity and IP branding, giving every product the same visual language.
• Designed the characters: the human heroes and the Hatchies they hatch, raise and trade. I also created Hatchirin, an AI guide and the eighth Hatchy model, whose name plays on the Japanese word for eight.
• Wrote the world's foundational pillars, the lore, rules and tone that creators and partners could build on.
• Connected every running project into one coherent brand, the way a film studio turns separate films into a shared universe.
• Reviewed products and community creations so they could be approved as canon.

One recognisable brand across the collection, avatars, marketplace and games. The identity and cast I created still front the Hatchyverse today.

An IP is only as strong as its rules. Clear pillars let a large, distributed team create freely without breaking the world.