FTX
FTX
Designing Conversion at Cultural Scale
FTX engaged NP Digital during a defining period of expansion. The company had established strong cultural relevance through high-profile sponsorships and aggressive brand positioning, but key conversion surfaces were not fully capitalizing on that momentum. The opportunity was to bring strategic clarity to the acquisition ecosystem — transforming awareness into measurable growth.
The objective was not simply to redesign assets. It was to engineer a seamless relationship between brand, product, and performance. Every surface — from the App Store to paid media to live event activations — needed to function as part of a single, conversion-driven narrative.
Sponsorship moments like the Super Bowl and Formula 1 created immense attention, but that energy was not fully integrated into the digital funnel. The opportunity was to rebuild critical touchpoints with intention — elevating perceived credibility while reducing friction in the install journey. This required a balance of restraint and performance thinking: premium design language supported by measurable experimentation. The mandate was clear: increase conversion efficiency without diluting brand equity.
MY ROLE
I led creative direction and performance strategy across the acquisition ecosystem.
This included a full App Store Optimization redesign, UX direction for the Super Bowl sweepstakes landing experience, paid media creative systems across Meta, TikTok, and Reddit, and visual alignment for the Formula 1 Miami activation. Rather than treating these as separate deliverables, I approached them as interconnected layers of the same system. Each touchpoint needed to reinforce the next — visually, strategically, and psychologically.
We rebuilt the App Store experience from the ground up. The previous creative lacked narrative progression and failed to clearly communicate product value within the first few frames.
The redesigned system introduced structured messaging hierarchy, refined typography, and a value-forward sequencing approach that guided users through benefits with clarity and authority. Every frame was intentionally composed to reduce cognitive load while increasing confidence in the product.
The performance validated the shift from decorative presentation to engineered persuasion. The result was immediate and measurable.
+1,400%
New Downloads
+141%
Conversion Rate
UX Design
Super Bowl Sweepstakes Experience
High-traffic moments demand discipline. The sweepstakes landing page was designed to absorb large volumes of attention while maintaining simplicity and trust.
The experience was mobile-first, streamlined, and strategically restrained. Visual energy reflected the scale of the campaign, but the interaction model remained clear and frictionless. Entry mechanics were simplified, calls to action were decisive, and the pathway into the app ecosystem was unmistakable.
The result was an experience built for velocity — focused, intentional, and conversion-ready.
Paid Media
I developed a modular creative framework designed for iteration at scale.
Platform-native layouts were paired with tiered messaging strategies, ensuring resonance without sacrificing consistency. The visual continuity between ad creative and landing environments reduced friction and strengthened the transition from interest to install. The Miami Grand Prix activation presented an opportunity to merge physical presence with digital performance. Creative assets for the “Off the Grid” experience were designed to reflect the speed, precision, and high-performance ethos of both Formula 1 and the brand itself.
