I make hard-to-understand things feel human. I make hard-to- understand things feel human.

Four years in a row, I led the creative for the Cardano Summit, the flagship event for a global blockchain ecosystem. One city, three days, every year. One brand that had to feel like itself without repeating the year before. The work ran from the launch website, social and paid, to the venue itself, the main stage and broadcast, an app, and a physical award made with a local manufacturer each year.

The business problem

The ecosystem needed to grow beyond its own community and bring enterprise in from the outside, so the creative had to move too. The early editions spoke to insiders, familiar and energetic. Each year, I evolved the brand toward something more refined and credible to outsiders, without losing the people who built it. By Berlin, it held both audiences in the same room.

Keeping it human

In Dubai, my first instinct was big and impressive: innovation, wealth, spectacle. Then I made sure there was humanity in it too, so people walked in and felt like they belonged.

The idea nobody notices

A modular, bento-style system that flexes from a phone-sized social card to a stage backdrop. It’s why more than 300 assets a year could ship, sometimes with only four months from green light to doors open, without the brand breaking.

A case study film marking a milestone in the Cardano Foundation’s partnership with Veritree: one million trees planted and one million dollars raised. I made it as a motion graphics piece, with infographics carrying the numbers. The idea was to make it feel real and lived in, and to abstract the blockchain away. What stays with you is a million trees in the ground, not the technology underneath.

Developers had built a strong blockchain identity wallet and were about to launch it with no name and no brand. I made the case to bring brand in before launch. I also ran a naming workshop to bring a stubborn team along, then designed the identity. The mark is a keyhole drawn in negative space, set inside a thumbprint and masked into a shield. The proof it worked: the team stopped saying “the ID Wallet” and started saying Veridian.

• This site. Yes, AI built this site. It did exactly what I told it to, with my palette, my fonts, my structure and my idea for the hero. It got plenty wrong too, and I sent it back until it was right. One prompt is never the final product.
• Imagery. Concept and campaign imagery in Midjourney, 20 to 30 images a month, replacing stock.
• Prototypes. A Barcelona trade stand had 13 printed panels and no usable drawings. In one day, I directed a browser-based 3D viewer in Claude Code, so every panel could be checked in place before it went to print. AI did the measuring and the building. It also curved the counter the wrong way, and I caught it in seconds. Both halves of that matter.