I was brought on by the visionary founder to create brand identity, art direction, and digital presence for this first Web3 born luxury streetwear brand which is merging physical and digital (“phygital”) apparel, by dropping highly collectible items with integrated NFC chips, tied to NFTs . With the mission to make Web3 onboarding easy throughout all touch points, I designed and helped launch CULT & RAIN´s innovative retail experiences, help craft storytelling and provided art direction for its Metaverse flagship store and future Pop-Up Retail Truck.