Brand, Narrative & Culture
I led the development of a brand for garden that deliberately avoided typical web3 aesthetics.
The visual language is deliberately understated: clear typography, generous negative space, and abstract floral imagery used for depth rather than decoration.
The goal was not novelty, but trust & scalablity.
“On-chain but real” became an internal design principle. Technical and mature at the core, counterbalanced by authenticity and a human touch across secondary brand elements.
The brand system mirrors the product itself: simple on the surface, carefully designed underneath, and built to scale.
The brand was designed to allow evolution without losing its core.
Visual restraint
High
System flexibility
High
A brand that behaves like the product: quiet, confident,
and built to last.
The brand
Love this.
- @CitreaKorea
garden stay cooking w the video content.
- @vandynathan
I just love the creative vibe.
- Chase Chapman
insane work.
- @elitemb
Garden enables insanely fast, fully trustless swaps. Working with the founders I translated this technical value prop into a narrative that could exist outside crypto-native language.
Less time bridging, more time doing what you love.
In a space dominated by mascots, memes, and performative anonymity, we went in the opposite direction. Real-life videography, tactile close-ups, materiality, and nature motifs replaced digital spectacle.
Videography
Authentic
Tone of voice
Lower case energy
We don’t sell speed. We give time back.
The narrative
I shaped how people interact with the brand, conceptually and hands-on across nearly every touchpoint.
DJ sets in New York, morning runs in Dubai, food tours with locals in Singapore. These moments aren’t content strategies; they’re reflections of how the team actually moves and thinks.
No merch that turns people into billboards. No airdrops engineered for short-term extraction. Instead: weekly music recommendations, occasional handycam travel clips, and shared offline experiences.
Just like everything garden, we go for authenticity and keep it low noise, high signal.
Signal to noise ratio
High
Leitmotive
Authenticity
Culture isn’t a campaign. It’s a by-product.
The culture
2024
