Core Responsibilities
Founder & Creative Director
Identity Design
Motion Design & Editing
Styling & Production Oversight
AI Orchestration & Prompt Direction
Final Signal Calibration

With support from the machine crew:
Photography & CGI Exploration: Midjourney, GPT-4o, Krea
Videography: Runway
Copy Assistance: GPT-4o and o3
Research Assistance: o3
Post-Production Enhancement: Photoshop (Generative Fill)

Hard Money Club: From Hard Money to Hard Signal.

Hard Money Club (HMC) is a cultural brand rooted in Bitcoin’s original principle of hard money - finite, resistant, and decentralized. These values reflect a broader cultural stance built on anonymity, scarcity, and self-sovereignty. The goal is to make that idea visible and wearable, turning a technical concept into something people align with and carry proudly. HMC is part of a wider shift: reshaping how bitcoiners show up, spread signal, build culture, and invite others into a stronger future.

At its core is the idea of Hard Signal, a sharp, unfiltered transmission of belief and clarity. It runs through every layer: from the brutality of the materials to the anonymity of the silhouettes, from minimal, encrypted typography to the glare of molten orange.

AI tools were used to accelerate exploration and support a one-person team. Prompts, material studies, and design iterations were generated quickly, then shaped through human hands. The result is a future-facing identity: engineered, scarce, and built to resonate.

The brand soft-launched with a small online store at [hardmoneyclub.xyz], offering a limited selection of Bitcoin apparel. It made its debut at Europe’s largest Bitcoin conference, where it connected with leaders in the space like Michael Saylor and Jack Mallers, and resonated with hundreds of aligned minds.

Color = Intent

Black stands for clarity, focus, and conviction.
Silver represents strength, proof, and material weight.
At the center is Signal Orange, a tone inspired by Bitcoin’s original color, redefined here as a sign of ignition, resistance, and alignment.

It behaves like a flare in the dark: pulsing from cracks in stone, burning beneath surfaces, or casting light into silence.
It doesn’t decorate, it illuminates. It’s the signal made visible.

Materials: Metaphors Made Solid

Materials in HMC visuals are chosen to feel like hard currency. Stone, metal, glass, chains, each one stands for durability, resistance, and Bitcoin’s unbreakable code. These are not soft symbols, but physical metaphors for value that doesn’t bend. Surfaces are cold, reflective, cracked, or forged - a design system that feels mined, not manufactured.

Some objects carry deeper meaning. The pill references the “orange pill” moment, chains and keyrings reference access, custody, and control - central ideas in the world of self-sovereignty. These elements are chosen to reflect the language and symbolism of Bitcoin, shown in a way that feels current, sharp, and culturally relevant.

The overall lens is sci-fi realism. Objects float in darkness. Textures carry noise, static, or subtle glitch. The visual world is surreal and space-aged, pulls us foward and remind us what we're designing for the next.

Art Direction: Faces Hidden. Signal Visible.

Product imagery is built around visual anonymity: turned backs, silhouettes, shadows, obscured faces, visors. This isn’t about individual identity - the wearer becomes the carrier of the signal, not the focus. It’s everyone and no one.

Shots are often isolated, center-lit, or staged in brutal settings. The product speaks, the body delivers.

We don’t show off. We show up.

AI: Co-Creation, Not Auto-Pilot

From early naming brainstorms to sharpening the brand’s tone, to generating surreal visuals and raw motion, AI tools were part of almost every stage. But they didn’t always get it right (actually, they rarely did). The process was full of weird motion, wrong textures, or vibes that didn’t hit. So instead of chasing precise prompts or expecting perfect outcomes, I leaned into creative redirection, using each iteration as a stepping stone.

This wasn’t automation, but a collaboration that’s fast, messy, and surprisingly insightful.

A Glitch Parade

Not what worked, but what definitely didn’t.

Launch & Signal Received

Hard Money Club made its debut at Europe’s biggest Bitcoin conference. Connected with big names like Michael Saylor and Jack Mallers, the first batch sold out, and the HMC sticker was the most-wanted item of the event - they were snapped up in seconds!

But what mattered most was the response from the community. People connected with the product, and the thinking behind it. It felt like a real signal - heard loud and clear. This isn’t the end of the story, but the begining. More to come.

And hey - if you’ve made it all the way down here, thanks for sticking around.
Feel free to visit [hardmoneyclub.xyz] and grab a piece, you can get 10% off on your first order ;)

Shop Hard Money Club Official Store hardmoneyclub.xyz

Luna Wang, Design Director ⚲ Berlin. ↳hiya-luna@outlook.com Building brands, campaigns, and digital products.

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Luna Wang, Design Director ⚲ Berlin. ↳hiya-luna@outlook.com
Building brands, campaigns, and digital products.