Cardnation

The problem

Crowdfunding punishes anyone starting from scratch. Every Cardnation launch needed a deck designed, a page built, and thirty-odd pieces of campaign artwork — hero frames, tier cards, stretch-goal graphics, update headers — and every one was being commissioned fresh. The cost per campaign never came down, and the sixth launch was as much work as the first.

What we did

1. 01Designed the decks themselves first: face artwork, backs, tuck boxes and finishes, because the product is what the page is selling.
2. 02Built a campaign kit — page architecture, tier layouts, stretch-goal and update templates — so a new launch starts at eighty per cent instead of zero.
3. 03Held one art direction from the card faces through the campaign page to the storefront, so a backer arriving from an update lands somewhere that looks like where they came from.
4. 04Handed over editable sources and a written system, so the team can run a launch without waiting on us for a tier graphic.

Where it landed

Past twenty campaigns launched on the kit, each costing less to prepare than the one before, and a storefront that keeps selling between them.