First launched in 1999, The Dilly preceded modern social networks and pioneered many elements commonly found today. As Creative Director, I was responsible for UI/UX design, ad campaigns, and marketing strategies. Part of a larger brand initiative, the Rank Icons were created to accessorize member profiles. With new icons released each week, members were incentivized to "earn Ranks" through various participation and activity milestones. These unlockable avatars quickly led to spikes in traffic, sign-ups and engagement. Many years later, the Rank Icons remain popular badges all over the web.