Nicework’s been crafting purpose-led brands for 15 years. Now founder and owner, Ross Drakes, and creative director, Shannon Davis are launching their very own Web3 initiative called Project Nice.
“Not many places give their artists a real platform and voice.” – Shannon
“NFTs themselves are semi-irrelevant in the bigger picture but they’re tools that we can use to do cool things.” – Ross
The initiative uses non-fungible tokens (NFTs) to drive positive change in Web3 and IRL, provide artists with a platform to showcase their creative talent, and supports inclusivity and accessibility in this new and growing space. It’s an important take on NFTs that go beyond creating collectibles. The project harnesses a people-first purpose to generate lasting impact.
We’re seeing a newfound sense of authenticity in Web3 that was lost in translation in Web2’s metric-heavy system. Project Nice leans into this to provide people with real opportunities for equitable creative ownership and financial distribution.
This project is for anyone stepping into Web3 for the first time, wanting to be a part of something meaningful, or seeking avenues for creative autonomy. See for yourself below with a behind-the-scenes look at the anticipated collection directly from the creators themselves.
Tell me about yourself, how did you get into NFTs?
Ross: I’ve been in the creative industry for a long time working in motion design, branding strategy, and eventing. I’ve been a big proponent of cryptocurrency, so when NFTs came out, I experimented a bit with them. Then got properly into them after working on the branding for a company called Metaversal. The more I learn about NFTs, the more interested I am. Particularly with the potential use cases that are unlocked by digital ownership and digital identity. I think NFTs themselves are semi-irrelevant in the bigger picture but they’re tools that we can use to do cool things.
Shannon: I’ve been in this industry for a while moving between different fields. I started off my career in London working in an ad agency, then went into broadcast and motion design. Then I found what I was meant to be doing, branding. I freelanced for a long time until I met some very nice humans at Nicework who changed my opinion of what it could be like to work at a company. My partner was into cryptocurrencies early on, which got me into crypto. Before I didn’t really know anything about investing, so in the last year I’ve been trying to understand this world and Web3 better. I’m fascinated by the potential of NFTs and excited to see where we’re going.
Could you tell me a little bit about the project? Why specifically Project Nice?
“NFTs unlock a mechanism by which we can give things in a scalable and sustainable way – as opposed to just our time – because you can only give away so much time.”
Ross: Being and doing nice has been in our DNA and strategy for a long time. For years, we organised the CreativeMornings Johannesburg, free exhibitions, and all things that combine creativity with niceness. When we wrote our strategy for 2020, there was this idea of “Slice of Nice”, to do something nice – like giving up our time for people. NFTs unlock a mechanism by which we can give things in a scalable and sustainable way – as opposed to just our time – because you can only give away so much time. With NFTs, it can be built into the DNA of the project. So by working on the project, you’re doing something nice at the same time.
Shannon: Yeah, this idea of treating everybody with respect, love, and kindness is really a part of the Nicework culture. And giving back is something that Ross and I have spoken about over the years. This project allows us to do that for the first time which is really exciting.
What have you enjoyed about the collection so far?
“NFTs unlock a mechanism by which we can give things in a scalable and sustainable way – as opposed to just our time – because you can only give away so much time.”
Ross: Being and doing nice has been in our DNA and strategy for a long time. For years, we organised the CreativeMornings Johannesburg, free exhibitions, and all things that combine creativity with niceness. When we wrote our strategy for 2020, there was this idea of “Slice of Nice”, to do something nice – like giving up our time for people. NFTs unlock a mechanism by which we can give things in a scalable and sustainable way – as opposed to just our time – because you can only give away so much time. With NFTs, it can be built into the DNA of the project. So by working on the project, you’re doing something nice at the same time.
Shannon: Yeah, this idea of treating everybody with respect, love, and kindness is really a part of the Nicework culture. And giving back is something that Ross and I have spoken about over the years. This project allows us to do that for the first time which is really exciting.
What have you enjoyed about the collection so far?
“It’s exciting to see the designers put themselves out there and speak about who they are, their work, and what’s important to them. Because that’s what it’s all about.”
Ross: I love repetition and an open brief so I’ve enjoyed seeing how different people tackle the same brief. It’s interesting to see how it evolves. Looking back in a year’s time at the original “NICE” artworks, you’ll see how it incrementally improves. Creative people look at what the person before them did. Then the next person will take it one step further until you kind of accrue that over a hundred different people, over a long period of time. Suddenly, you’ve got something really interesting.
Shannon: At Nicework, we love to learn and we’re really curious. Personally, it’s been fantastic understanding the nitty-gritty aspects of launching a Web3 or NFT project. Being a sponge, taking everything in and learning and playing every day has been cool. It’s also been lovely to watch the designers tackle the brief. Not many places give their artists a real platform and voice. It’s exciting to see the designers put themselves out there and speak about who they are, their work, and what’s important to them. Because that’s what it’s all about. And that’s what makes the project so interesting – the people behind the work and what makes them tick.
What’s the nicest thing that anyone has ever done for you? Have you done something nice for anyone recently?
Ross: That’s quite a big question. I mean, my wife married me, which I feel is quite a statement. I bought a kilo of sweets and shared them with our office and desk staff. I took Nicework employees to New York, I think that was quite nice.
Shannon: I take great pleasure in small acts, you know? So I think a compliment is an underrated act of niceness.
What can people look forward to as a Nice NFT holder?
Shannon: This is where we say watch this space. We’re working with random acts of niceness. This project is really important to us, so we’re going to be brainstorming and doing wonderful things in the future. They’re random acts of niceness right? There’ll be surprises and delights the whole time.
Ross: You know, life is hard. So don’t be shit. If you sign up for this project, we’re going to be doing nice things and if you want to be on the inside of that, participate, and potentially direct it, then Project Nice is for you. Also, you get a beautiful one-of-one piece of typography handcrafted by some of the best designers in the world.
What does the future for Project Nice hold? Do you have any advice for people that are just starting out with NFTs?
“It was important that we have different editions to make it accessible for people who’re looking into the space”
Ross: For Project Nice, we’ve talked about fixing playgrounds, putting up murals in places, helping people study, and doing brands for small businesses that need it. The people who collaborate with us will likely input into this and it’ll expand over time. Any advice for people just starting out with NFTs? Firstly, don’t just sign your wallet. Don’t click on a single link in Discord, ever, under any circumstances, and don’t connect your wallet to everything that asks.
Shannon: When we built the project, it was important that we have different editions to make it accessible for people who’re just starting out in the space – without them feeling intimidated because they’re spending a ton of money on an NFT. This is the place for you to do that because you can access an edition rather than spending a large amount of money on a one-of-one. You can experiment, learn and play, and be a part of this community – without feeling scared to step into it. We want to break that barrier for people.
Just for fun
Could you list three nice things?
Ross: Channing Tatum’s abs, witty retorts on Twitter, and how Sebastian [Ross’s son] makes me feel when I just spend time immersing myself in how he sees the world.
Shannon: That’s so sweet! Ice cream, the African bush, and my pets.
What’s an unusual fact about you that no one knows?
Ross: I can’t sing, but I love singing. My name isn’t Ross.
Shannon: I did the Mongol Rally [10,000-mile intercontinental car rally from England to Mongolia].
What’s one thing that you can’t live without and why?
Ross: Oxygen, because without oxygen, you suffocate to death.
Shannon: Good food and wine.
Curious to know more? Check out Project Nice and get involved.
