The Finimize x Ledger Crypto Summit was a major crypto event held to demystify investing in cryptocurrency, NFTs, and the metaverse.
The challenge was to develop a dynamic and engaging event identity that resonated with an audience deeply embedded in the world of cryptocurrency—an audience that is both highly analytical and meme-savvy, with a strong connection to internet culture. This demographic, consisting of the community-driven user base of both Finimize and Ledger, required an approach that balanced financial insights with the vibrant, fast-paced world of crypto.
With notable speakers like Mark Cuban featured at the summit, the event gained significant prestige and visibility within the cryptocurrency space. The involvement of such high-profile figures emphasized the summit’s importance as a leading platform for discussions on the future of crypto, NFTs, and the metaverse. This elevated the event's profile, positioning it as a key gathering for thought leaders and investors alike, while still maintaining a focus on fostering community engagement and collaboration.
I crafted two distinct identity concepts that catered to this audience, both rooted in meme culture and crypto-centric communities. The first identity was bold and visually dynamic, leaning heavily on humour with a playful use of memes and digital aesthetics, speaking directly to their crowd with a touch of nostalgia. The second identity, while still visually distinct (especially when compared to the world of finance startups), was a more dialed-down version—still playful and maintaining relevance to the culture.
After presenting both concepts, the client opted for the second, more toned-down version. This choice allowed the identity to maintain legitimacy while still appealing to a highly engaged, internet-fluent audience.
Both identities are presented in this case study to showcase the two distinct directions proposed, reflecting the spectrum of possibilities in event branding for such a unique audience.
The rejected concept for the Finimize x Ledger Crypto Summit branding aligns seamlessly with the world of cryptocurrency, known for its embrace of humor, memes, and playful visuals. The use of ASCII art and restylized memes, like the infamous Doge Coin meme, taps into a visual language that resonates with crypto enthusiasts. This approach blends light-heartedness with serious financial insights, making the complex subject of cryptocurrency more approachable. By leveraging the meme-driven culture often associated with the crypto community, the concept creates a fun and engaging identity that appeals to both newcomers and seasoned investors.
The event branding was well-received by attendees and stakeholders alike, effectively capturing the essence of the crypto space while being accessible to both casual and hardcore enthusiasts. The identity set the tone for an engaging and successful summit, positioning Crypto Summit 2021 as a key player in the conversation around cryptocurrency.
The branding concept for the Finimize x Ledger Crypto Summit embraces the mysterious and uncharted nature of cryptocurrency by utilising space and celestial themes. These visual elements symbolize the vast unknown, reflecting how many still perceive cryptocurrency—an expansive frontier waiting to be explored. The design incorporates dark, atmospheric backdrops that evoke a feeling of venturing into the unknown, complemented by subtle, digital-world accents. This aligns with the idea of cryptocurrency being a new and evolving space, where knowledge and exploration are key themes.
