The Clubhouse
Welcome to The Clubhouse
Building a brand home for Yuga Labs’ BAYC
Apechain
Building Web3's most engaging ecosystem from the ground up.
The place to Ape
- Web3
- Strategy
- Web3
- Design
Building Web3's most engaging ecosystem from the ground up.
When Yuga Labs approached us to evolve ApeChain's digital presence, the challenge was clear: transform a blockchain protocol into a cultural destination where infrastructure meets entertainment, and where everyone can ape in.
The challenge
Blockchain is intimidating, overly technical, and disconnected from everyday users. In a saturated market, standing out requires more than technical superiority, it demands personality, accessibility, and community-first thinking.
Our mission:
Position ApeChain as the place to ape where discovery is effortless, engagement is addictive, and fun comes first.
Our key insight: Web3 is no longer competing on who can get you into crypto, but who can give you the best experience on crypto. The tech is good enough, now it's about building brands people trust and want to return to.
The pivot:
From player-focused → To builder-empowered
From technical showcase → To cultural destination
The positioning:
"ApeChain is the place to ape. An Ape is anyone who wants to have a lot of fucking fun in crypto."
Unapologetically bold. Fun-first. Premium.
The homepage transforms from static gallery to dynamic ecosystem. Every visit reveals something new: trending apps, fresh picks, community spotlights.
Smart categorization across IP · Collectibles · Finance · Games · Infrastructure makes browsing effortless. Each app gets premium treatment: striking imagery, clear descriptions, prominent CTAs, seamless Web3 integration.
From Otherside to Magic Eden, from Camelot to Ape Portal — quality content shines while smart design accommodates variable app quality.
Where DApps shine
& you win
Spotlight represents the most innovative feature, a gamified engagement platform that benefits both builders and users simultaneously. Themed rounds highlight specific projects, amplifying what creators are building while encouraging community participation. Top APE placements win epic prizes: exclusive IRL experiences, unforgettable rewards, real value.
The strategic impact creates daily engagement, gives projects massive visibility, and rewards active participation at all levels. Simple, fun, rewarding.
We built the experience around three core principles. First, trigger excitement through rich content display with dynamic heroes, motion design, infinite scroll mechanics, and real-time counters that make the site always feel alive. Second, create discovery paths tailored to expertise with tech-oriented onboarding for builders and approachable guidance for newcomers, powered by smart curation through advanced search and customizable filters. Third, display fun and addictive features through gamified elements, real-time widgets, anonymous community reactions, and engagement metrics that create FOMO and keep users coming back.
The premium aesthetic and engaging interactions adapt flawlessly across desktop, tablet, and mobile. Same discovery experience, same gamified features, same community engagement, all optimized for every screen size without compromise.
Built on Next.js, TypeScript, and Tailwind CSS with Contentful CMS for flexible content management, the platform uses WebGL to power immersive 3D effects while maintaining fast load times despite rich media. Everything is optimized for Web3 wallet integrations and designed to be accessible and inclusive from the ground up.
We don't just design interfaces, we create destinations people want to return to by aligning UX, content, and community with business objectives. ApeChain embodies our philosophy: where premium design, clear strategy, and exceptional craft converge to create memorable experiences that stand out in crowded markets.
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