Turning a memecoin into a pet-tech ecosystem
Head of Design for BERT, the Solana memecoin built around Bertram the Pomeranian: brand, website, staking, AI pet care, NFTs, physical products and listing campaigns.
- Role
- Head of Design
- Period
- Oct 2024 – Present, part-time
- Scope
- Brand · Web · Staking · WoofHub · NFTs · Physical products · Campaigns
- Worked with
- The founders
- $180M+Peak market cap
- 40K+Holders at peak
- 39K+Followers on X
- 5Major exchange listings
00In 30 seconds
01Problem
Bertram the Pomeranian ran for Dog Mayor of New York and made the front page of The New York Times. That internet moment had to become a lasting brand with real products.
02What I did
Owned design across the brand, bert.global, staking, an AI pet-care platform, NFTs, physical products and every listing campaign.
03Outcome
Five major exchange listings, a $180M+ peak market cap, $1.6M staked and a sold-out 3,333-piece NFT collection.
01Challenge
From internet moment to lasting brand.
- 01
Memecoin to real brand
Keep the meme energy that built the community, and still build something that lasts.
- 02
One brand, many products
Token, website, staking, NFTs, an AI pet-care platform, smart tags, plushies and games, all as one ecosystem.
- 03
Crypto natives and dog owners
Holders expect wallets, APRs and pools. Dog owners expect simple, friendly tools. No jargon for one, no hand-holding for the other.
- 04
Moving at market speed
Listings, launches and campaigns landed on crypto timelines. Design shipped daily across web, social and physical products.
02What I did
One ecosystem: brand, product, Web3 and shelves.
- 01
A brand built around a real dog
Logo, colour, type, mascot style and usage rules drawn from Bertram’s character. Premium Web3, still playful, never generic.
- 02
bert.global, the ecosystem hub
Designed in Framer and grown from a token page into a product hub, with live staking data on the homepage.
- 03
Web3, made simple
Staking end to end: wallet connection, token and NFT staking, claimable rewards, estimates, APR and pools, as clear, scannable screens.
- 04
WoofHub: AI pet care
Dog profiles, an adoption finder, lost pet recovery, an AI care assistant and a Bark Translator, plus a Smart Tag that links a QR/NFC collar tag to the dog’s profile.
- 05
From screens to shelves
The BERT Legacy plushie collection, a limited Founder’s Edition with its own storefront, and the Smart Tag with its waitlist page.
- 06
Campaigns at exchange speed
Listing campaigns for MEXC, Gate.io, KuCoin, Kraken and Binance.US, trading competitions and launches, all on one reusable social design system.
03Outcome
Five exchanges. A community that kept growing.
- 5Major exchange listings
- $1.6MTotal value locked
- 3,333NFTs, sold out
Listed on five major exchanges
MEXC, Gate.io, KuCoin, Kraken and Binance.US. I led the creative behind each launch.
A community that kept growing
39K+ followers on X and 5M+ campaign impressions, all on the social design system I built.
Products people actually use
$1.6M in total value locked, $62K+ in rewards paid out and a sold-out 3,333-piece NFT collection.
Impact beyond crypto
5+ tonnes of dog food donated to shelters, and BERT plushies in 100+ homes.
Design lead for the whole ecosystem
Working directly with the founders, I owned design across brand, product, web, social and physical products.
04Credits
- Role
- Head of Design
- Worked with
- The founders
- Scope
- Brand, product, web, social and physical products
- Tools
- Figma
- Claude Code (Opus & Fable)
- AI Agents
- ChatGPT
- OpenClaw
- Photoshop
- Illustrator
- Figma Make