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The largest metaverse in Asia goes web3

As Global Head of Creative at ZTX, I led brand and design across identity, avatars, wearables, and game art. Our globally distributed teams span six countries and five time zones, backed by ZEPETO—Asia’s largest metaverse with over 430 million lifetime users.

  • My Role: Chief Creative Officer, Visual + Brand Designer, Art Director | Brand: ZTX | Avatar + Wearables Design Director: Niall Cottrell | Lead Product Designer: Emma Hosn | Lead Technical Artist: Dmitry Prushak | Senior 3D Artist: Eric Bacquet, Jun Hee Yu, Ryan Murray | Animator: Il Yeong Choi | 3D Artist: Mariz Pineda | Art Director: Mike Khoury | 3D Studio: Afallon | Director: Fernando Quinn

 
 

I created the ZTX brand identity in the company’s early days, designing the ‘Wing’ icon to symbolize its independence from ZEPETO and the freedom for players to be themselves.

 
 
 

Our first product release was the Avatar Builder, offering the widest range of customizable options for self expression on the market today. Along with it came a suite of exciting new avatars, wearables, and partnerships with leading web3 brands, giving users the ability to customize their identity.

 
 
 

I brought together a talented team of fashion designers with diverse experience at brands like Alexander McQueen, Versace, and The Fabricant. Together, we created cutting-edge designs inspired by street culture, music, and futuristic themes.

 
 
 

The Genesis Homes NFT collection (4,000 unique assets), was an immersive and multilayered in-game collection grouped into four categories — Gaming, Fashion, Arts, and Finance. They sold out in one day despite bearish market trends.

 
 
 

We created bespoke honorary Genesis Homes for select web3 brands including DeGods, Sappy Seals, Pudgy Penguins, and Magic Eden as part of our launch.

 
 
 

An elevated product video showed our core game loop in action to help hype the Genesis Homes mint. It garnered more than a quarter million views in less than a week on Twitter.

 
 
 

The last major milestone was launching our open world experience called Arcadia. The first release included mini games and an explorable world, showcasing future experiences yet to come.

 

© 2025 Travis Britton