At a time when most blockchain events leaned toward hype and sponsorships, the Summit set out to create a working meeting for the architects of Web3. This project shaped the creative direction, identity, and spatial experience for the 2018 and 2019 editions.
Role: Design & Art Direction
Year: 2018-2019
The Challenge
Web3 Summit needed to attract world-class researchers and builders without adopting the visual language of commercial tech conferences. At the same time, it had to communicate its values publicly, without marketing layers, sponsors, or product theatrics.
Strategy
The creative direction centered on Web3 as decentralized infrastructure. Bold visuals and messaging that challenged assumptions about data ownership, privacy, and power.
System Thinking
The identity system oscillated around visual impact and messaging provocation.
A visual language that framed Web3 as foundational infrastructure
Typography and layouts for a straightforward readability
A modular signage and stage system adaptable to talks, workshops, and Nodespace sessions.
Applications
The identity came to life across stage visuals, environmental graphics, signage, and curated merchandise. Beyond the venue, the campaign extended into the streets of Berlin, using public space to confront passersby with questions around data ownership and the future of the web, turning the city itself into part of the conversation.
Campaign Messaging
Impact
Across its 2018 and 2019 editions, Web3 Summit convened hundreds to over 1,000 developers, researchers, and protocol teams in Berlin for deep technical exchange. Its no-sponsorship, builder-first format helped establish the Summit as a reference point for serious Web3 discourse, shaping collaboration, research agendas, and the culture of decentralized infrastructure events.
This project was brought to live at Web3 Foundation. Video production by Key Pictures.