A Web3 brand and NFT project built around slowing down, mental health awareness, community care, meditation content, positive storytelling, and a playful sloth-inspired visual world.
Location
London, UK
Date
2022
Contribution
UI/UX, Branding & User Testing
Sloooths started as a collection of cute sloth NFTs living on the Ethereum blockchain, but the bigger idea was always to build a healthier, more positive community around mental health.
The project focused on giving holders access to a meditation app, the Sloooths Sanctuary metaverse space, raffles, contests, merch, and community experiences designed to encourage rest, balance, and better conversations around mental health.
As the creator, I shaped the brand, illustration style, website, character world, meditation direction, and early metaverse concepts. The creative goal was to make everything feel warm, magical, positive, and accessible for a community often affected by stress, pressure, and constant online connection.
The challenge was to talk about mental health in a way that felt open, friendly, and supportive instead of heavy or clinical. Sloooths used cute characters, soft storytelling, and positive visual energy to make the topic easier to engage with.
Sloooths needed to become a brand with purpose beyond the artwork. The work connected NFTs with meditation content, community care, multilingual communication, merch, events, and future digital spaces.
The project was built against the usual FOMO and pressure of the NFT space. The challenge was to create a slower, healthier community culture where people could rest, disconnect, and feel supported.
