A ground-up visual identity for NEFE — a meme-driven crypto token inspired by the legacy of Queen Nefertiti. From initial research and branding to character design, token visuals, launch communication, and 400+ social media assets, I built a cohesive visual system designed to balance internet culture with the visual richness of ancient Egypt.
Research & Brand Strategy
Building a visual identity from nothing — turning a name, a cultural reference, and a meme-driven idea into a distinctive crypto brand.
Building a Modern Identity from Ancient Roots
NEFE started with little more than a name: “NEFE.” I began by researching Nefertiti, ancient Egyptian visual culture, symbols, artifacts, typography, architecture, jewellery, and historical references to establish a visual foundation for the brand. The challenge was to create something that could feel native to internet and crypto culture without reducing Nefertiti’s identity to a simple meme.
The resulting direction combined desert gold with deep purple tones inspired by Egyptian jewellery, custom Egyptian-inspired symbols, and a visual language built around detailed illustration with a subtle brushed-paint quality.
Identity, Character & Token
Creating the face, symbol, and physical language of NEFE — from a custom Nefertiti character to a coin designed as a recognisable brand asset.
With the visual direction established, I developed NEFE’s core identity system from scratch — including the logo, typography, color system, custom graphic elements, token design, and the central Nefertiti character. The character was designed as a flexible visual asset rather than a single illustration, allowing her to appear consistently across campaigns, educational content, memes, and promotional artwork.
The NEFE coin was developed alongside the identity as a physical representation of the brand, combining Nefertiti’s profile with a premium gold treatment and a recognizable silhouette that could work across digital and advertising applications.
Social Media & Content System
Scaling one visual language across 400+ social assets without losing consistency, personality, or cultural character.
After establishing the identity, I translated the system into a large-scale social content language across multiple platforms. I designed 400+ assets spanning static campaigns, educational content, memes, announcements, promotional graphics, motion pieces, and narrative-led visual content.
The goal was not to make every post look identical, but to give each format a recognisable NEFE DNA — consistent typography, colour, character treatment, composition, and Egyptian visual cues while allowing enough flexibility for different types of communication.
Launch & Marketing
Extending the identity beyond the brand — into pitch decks, whitepapers, advertising, listings, and launch communication.
The identity was also carried across the materials needed to introduce and promote NEFE as a live crypto project. I designed the pitch deck and whitepaper, developed launch and promotional assets, and supported listing and advertising requirements across different formats and platforms.
Working as the sole designer, I handled the project’s ongoing design requirements while maintaining the same visual language across investor-facing documents, promotional campaigns, advertisements, and community communication.
