Cool Cats
An internet-native brand that grew into an entertainment IP.
- Role
- Co-founder · Concept, vision & brand
- Year
- 2021–2024
- Status
- Shipped
- Focus
- Brand creation, Creative direction, Product experiences, Community
- Links
- coolcats.com
In short
I co-founded Cool Cats and helped shape its concept, vision, and brand — the identity, the digital experiences, and the touchpoints people actually met it through. It became one of the most recognizable brands of the NFT era.
Overview
A blue cat that ended up in the Macy’s parade.
Cool Cats started on the internet and stayed native to it: a cast of blue cats, a community that formed around them, and a brand that grew far beyond the original collection — into physical events, toys, and eventually a balloon floating through Manhattan.
As a co-founder I worked on the concept, vision, and brand: the visual identity, the digital experiences, and the customer touchpoints that made it feel like one coherent world rather than a collection of assets.
By the numbers
- Trading volume
- $400M+
- Backed by Animoca Brands
- Animoca
- Thanksgiving Day Parade balloon
- Macy’s
- Cooltopia — an immersive physical version of the game at NFT.NYC
- NYC
What it taught me
Taste, clarity, and restraint matter most when everything is moving fast.
Cool Cats showed me firsthand how quickly a product and a community can scale when something resonates — and what happens where culture, incentives, and technology collide at that speed.
I carry that into everything I’ve made since: people decide in seconds whether something is for them, so clarity is never a finishing touch.
NoteA deeper write-up of the brand system and IP work is in progress.
ELU LABS
My independent product studio. Small, useful, slightly playful software.
