From rugged
to rebuilt

Gutter Cat Gang had been rugged three times. The new owner — a collector who refused to let the brand die — inherited a broken website, near-zero revenue, missing original assets, no relationship with the original artist, and a community that had every reason not to trust what came next.

There was no brand infrastructure. No storefront. No way for holders to access their art. No Ordinals presence. No packaging. No clear path forward.

I came in as the sole creative director and have been consulting for over a year to help rebuild from the ground up.

Somewhere along the line the previous owners stopped paying hosting for the original 4,000×4,000 files. Holders had no way to access their high-resolution art. The assets were effectively lost.

I helped the new owner locate, recover, and deploy the full library to a new AWS server — giving him control over his own IP for the first time and restoring what collectors were owed.

With the original art recovered, the next move was establishing a permanent presence on Bitcoin Ordinals, a more durable, provenance-native home for the brand's digital assets than the infrastructure that had already failed it once.

I hand-selected 100 pieces from the existing collection, cleaned up the source files, and converted them from high-resolution PNG to efficient AVIF format for optimal on-chain storage. I then facilitated and directed the inscription process using a parent/child provenance structure, establishing a foundation for future authenticated drops under the same lineage.

The collection sold out in in ~3 weeks during a bear market.

The brand's first physical product under new ownership was a custom footwear release. I designed and art directed the packaging end to end, from initial concept through final production-ready files, giving a digital-native brand its first tangible retail object.

The community had demand and no way to buy. No storefront, no merch, no path to purchase for collectors who didn't want to navigate crypto.

I built a Shopify storefront from the ground up, customizing an existing theme with brand assets and color, integrating a web3 discount app to reward existing holders, and configuring the store to accept sales for the first time. Merch revenue is projected to move from $0 to $50k within months of launch.

A new generative PFP collection is currently in development with the original Gutter Cat Gang artist — the first time the brand has worked with its founding creative since the transition.

I'm art directing every aspect of the collection: character IP, expressions, trait design, and quality control across the full set. Currently 30% complete.

Details available under NDA.