VOX

VOX wasn’t just another PFP project. It became the visual core of Gala Games’ metaverse strategy. We led its creation across four major series, generating $29.5 million in sales and partnering with DreamWorks and The Walking Dead.

VOX wasn’t just another PFP project. It became the visual core of Gala Games’ metaverse strategy. We led its creation across four major series, generating $29.5 million in sales and partnering with DreamWorks and The Walking Dead.

Brand Strategy & Positioning

Visual Identity & Brand System

UX/UI Design (Web & Product)

Website Development

Go-to-Market Strategy

Token Generation Event (TGE)

Node Sale Campaign

Creative Content & Marketing

Social Media & Community Management

Overview

VOX is a voxel-based NFT avatar collection created for the Gala Games ecosystem. Each VOX is a uniquely generated 3D character inspired by Gala titles like Town Star and Mirandus, designed with distinct traits and personalities and brought to life through a custom-built art generation system.

Launched in 2021 at the height of the PFP boom, VOX needed to stand out in a saturated market. We led the creative direction from the ground up, establishing the brand identity, designing the character system, building interactive websites, and shaping the launch narrative across four major series. Each drop expanded in scale and complexity, introducing new character sets, story-driven marketing, and collaborations with IP partners including The Walking Dead and DreamWorks.

From series one through four, we oversaw every aspect of execution. That included defining trait logic, managing the programmatic generation process, designing immersive digital experiences, producing animated launch videos, and supporting livestreamed sales events. Across its lifecycle, VOX generated over $29.5 million in primary sales, became a standout PFP brand in Web3 gaming, and laid the creative foundation for Gala’s early metaverse storytelling.

VOX is a voxel-based NFT avatar collection created for the Gala Games ecosystem. Each VOX is a uniquely generated 3D character inspired by Gala titles like Town Star and Mirandus, designed with distinct traits and personalities and brought to life through a custom-built art generation system.

Launched in 2021 at the height of the PFP boom, VOX needed to stand out in a saturated market. We led the creative direction from the ground up, establishing the brand identity, designing the character system, building interactive websites, and shaping the launch narrative across four major series. Each drop expanded in scale and complexity, introducing new character sets, story-driven marketing, and collaborations with IP partners including The Walking Dead and DreamWorks.

From series one through four, we oversaw every aspect of execution. That included defining trait logic, managing the programmatic generation process, designing immersive digital experiences, producing animated launch videos, and supporting livestreamed sales events. Across its lifecycle, VOX generated over $29.5 million in primary sales, became a standout PFP brand in Web3 gaming, and laid the creative foundation for Gala’s early metaverse storytelling.

8 minutes

8 minutes

Series 1 sold out (8,888 NFTs)

$27M

$27M

From Series 2 NFT sales

Major IP Deals

Major IP Deals

The Walking Dead & DreamWorks partnerships

Challenge

You're launching NFTs in 2021. The market is white-hot, but it's also becoming a sea of derivative ape variations and pixel art experiments.

The challenge wasn't just creating another PFP collection-it was building something that could stand out in an increasingly crowded market while delivering real utility beyond speculation. Gala Games, led by visionary game developer Will Wright (The Sims, SimCity), needed avatars that would become the foundation of their entire gaming ecosystem.

You're launching NFTs in 2021. The market is white-hot, but it's also becoming a sea of derivative ape variations and pixel art experiments.

The challenge wasn't just creating another PFP collection-it was building something that could stand out in an increasingly crowded market while delivering real utility beyond speculation. Gala Games, led by visionary game developer Will Wright (The Sims, SimCity), needed avatars that would become the foundation of their entire gaming ecosystem.

The core tensions we faced:

  • Aesthetic differentiation: How do you create memorable, beautiful characters in a saturated PFP market?
  • Utility integration: NFTs needed to function across multiple games with different visual styles and mechanics
  • Technical complexity: Programmatically generating 8,888+ unique characters while maintaining quality and coherence
  • Community building: Converting collectors into active participants in an evolving gaming ecosystem
  • Scalable systems: Building infrastructure that could support multiple series launches and major IP partnerships

Challenge

The stakes were high. This wasn't just about selling digital art-it was about establishing the foundational characters for what would become a multi-game metaverse ecosystem.

The stakes were high. This wasn't just about selling digital art-it was about establishing the foundational characters for what would become a multi-game metaverse ecosystem.

Our Approach

We approached VOX as a multi-layered creative and technical challenge that required both artistic vision and systematic execution.

Strategic Reframe: Instead of creating standalone collectibles, we positioned VOX as "citizens of the Gala metaverse"-characters with stories, personalities, and evolving utility across an expanding universe of games.
Creative Innovation: We developed a distinctive voxel art style that felt both retro-gaming nostalgic and forward-looking, with character archetypes rooted in specific game worlds but flexible enough to translate across different gaming experiences.

We approached VOX as a multi-layered creative and technical challenge that required both artistic vision and systematic execution.

Strategic Reframe: Instead of creating standalone collectibles, we positioned VOX as "citizens of the Gala metaverse"-characters with stories, personalities, and evolving utility across an expanding universe of games.
Creative Innovation: We developed a distinctive voxel art style that felt both retro-gaming nostalgic and forward-looking, with character archetypes rooted in specific game worlds but flexible enough to translate across different gaming experiences.

Three standout moves:

  • Programmatic Art System: Created a trait-based generation system that could produce thousands of unique characters while maintaining artistic coherence and brand consistency across multiple series
  • Narrative-Driven Launches: Each series featured high-production 3D animated launch videos that told stories, not just showcased art-building emotional connection before the technical specs
  • IP Integration Strategy: Developed frameworks for incorporating major entertainment franchises (The Walking Dead, DreamWorks) while maintaining VOX's core identity and visual language

Challenge

Our process involved extensive discovery phases for each series, working closely with Will Wright's team to ensure characters aligned with game mechanics, designing interactive websites that brought the VOX backstory to life, and managing complex technical implementations including smart contracts, QA processes, and launch events.

Our process involved extensive discovery phases for each series, working closely with Will Wright's team to ensure characters aligned with game mechanics, designing interactive websites that brought the VOX backstory to life, and managing complex technical implementations including smart contracts, QA processes, and launch events.

The Results

The numbers tell the story: Series 1 sold out in 8 minutes, Series 2 generated $27M, and we successfully launched four major series including groundbreaking partnerships with entertainment giants.

But the real achievement was creating a sustainable creative system. Each series built upon the last-more ambitious, more complex, with deeper storytelling and broader utility. We didn't just create NFTs; we established the visual DNA for an entire gaming ecosystem.

The numbers tell the story: Series 1 sold out in 8 minutes, Series 2 generated $27M, and we successfully launched four major series including groundbreaking partnerships with entertainment giants.

But the real achievement was creating a sustainable creative system. Each series built upon the last-more ambitious, more complex, with deeper storytelling and broader utility. We didn't just create NFTs; we established the visual DNA for an entire gaming ecosystem.

What changed:

  • Market positioning: VOX became one of the most recognizable PFP collections in gaming-focused Web3
  • Partnership credibility: Success enabled major IP deals with The Walking Dead and DreamWorks
  • Technical infrastructure: Built scalable systems for programmatic generation and multi-series launches
  • Community foundation: Created passionate collector base that translated into active gaming participants

Challenge

The VOX collection proved that PFP projects could transcend speculation when backed by real utility and compelling storytelling. By connecting NFT ownership with engaging gaming experiences, we helped establish a new model for how digital collectibles could integrate meaningfully into interactive entertainment.

The VOX collection proved that PFP projects could transcend speculation when backed by real utility and compelling storytelling. By connecting NFT ownership with engaging gaming experiences, we helped establish a new model for how digital collectibles could integrate meaningfully into interactive entertainment.

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$27M

From Series 2 NFT sales

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$27M

From Series 2 NFT sales

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