967creative | Selfles

Cryptocurrency with a Cause

Project Overview

Selfles is a cryptocurrency token with a mission that transcends profit—it generates income for a vetted pool distributed to organizations actively combating human trafficking worldwide. This wasn’t a project about selling a product; it was about confronting an uncomfortable truth and mobilizing action against one of humanity’s darkest realities.

The Challenge

Human trafficking operates in shadows. Raising awareness requires more than statistics and polite messaging—it demands content that breaks through apathy and forces people to confront what they’d rather ignore. The challenge was creating social media content that struck the right balance: edgy enough to stop the scroll, dark enough to communicate the gravity of the issue, but strategic enough to inspire action rather than paralysis.

Design Approach

Unapologetic Honesty. Human trafficking is a global crisis that thrives on silence and invisibility. I deliberately pushed against the sanitized aesthetic typical of charitable campaigns, opting instead for visuals and messaging that reflected the harsh reality of the issue—gritty, direct, and impossible to dismiss.

Emotional Resonance Each post was designed to hit hard emotionally. Whether through stark imagery, provocative copy, or uncomfortable juxtapositions, the goal was to create a visceral response that translated into engagement and awareness.

Information with Edge While the tone was intentionally confrontational, every piece remained grounded in the project’s mission: educating audiences about the scope of human trafficking while positioning Selfles as a vehicle for meaningful change.

Role & Responsibilities

- Conceptualized and executed the initial social media campaign strategy

- Designed all graphics, balancing dark, impactful aesthetics with clear messaging

- Crafted copy that walked the line between socially acceptable and uncomfortably truthful

- Ensured visual consistency across platforms while maximizing emotional and informational impact

Key Takeaway

Not every project calls for polish and restraint. Sometimes the most effective design work is the kind that makes people uncomfortable—because discomfort precedes action. Selfles required a willingness to toe the line, challenge norms, and use design as a tool for social disruption in service of a cause that demands nothing less.