Where Ethereum meets institutions

▉visual identity + creative direction ▉2025

The Enterprise Hub at Devconnect ARG was a community-led space at Devconnect, featuring a six-day unconference-style program that aimed to bridge the gap between the innovative Web3 ecosystem and traditional and Web2 institutions.
Builders from projects like Dune, Celo, Octant, Funding the Commons, Hypercerts, ScaffoldETH, and Karma and tech leads from EY and Google Cloud Payments met for roundtables, workshops and live demos that focused on real-world Ethereum use beyond DeFi.
I contributed as a Creative Lead and designing the Hub visual identity.

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identity concept

The visual through-line is inspired by the sleek vertical panels on modern institutional architecture. For us, vertical lines themselves symbolize upward movement — the progress driven by Ethereum.

These line patterns and their overlaps became our signature pattern for the identity. They also shaped the logo design.

Since Devconnect events center on Ethereum, we styled the diamond with our architecture-inspired concept.

As for the wordmark, we wanted it to look confident, but not radical. As much enterprise-y as possible, but not boring. We chose a bold typeface (Aspekta 690) to create a Lufthansa-style logotype.

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algorithm-driven
design foundation

To automate the design, I created an audio-reactive pattern of vertical lines in TouchDesigner and used songs by Argentinian artists that the team mentioned during the brand personality discovery. Most of the graphics are stylized names of the companies or the topics we discussed at the Hub.

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Hub promo and
MVP collateral

Announcing speakers is an effective way to promote an event. The challenge was: the Enterprise Hub is not an organisation but a brand-new project without a strong social presence as a brand.

So we decided that announcing speakers on our side would not be as effective as them sharing the news about their sessions at our Hub.

To extend the enterprise-y feel, which nowadays equals "universal", I designed a set of Swiss-style templates with variable textures in the background and generated speaker cards in two modes — light and dark. Dark-mode designs were shared more than light-mode ones.

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We narrowed down our collateral needs to only one item — the schedule.

From my previous experience of designing for events, I've learned that physical schedules present more UX and production constraints than digital. So it's better to start with the print layouts.

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The on-site schedule needed to be on one wall, so people could capture the entire schedule in one photo. For this, I chose the poster-wall format with each session printed on A4 paper. Such a format allowed us to print it in any printshop. Having each session printed separately also let us edit or remove sessions without reprinting the entire day or week.

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Later, I used the simplified layout for social media promo posts with daily schedules:

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Like at larger conferences, I wanted the TV screen to promote upcoming sessions between the talks. So I designed animated dark-mode transition slides to play during breaks.

I also designed static slides for the roundtables. This way, people passing by could quickly learn what the ongoing discussion was about.

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credits

The Enterprise Hub was made possible thanks to the dedication and expertise of:

Andrej Berlin, who shaped the vision and led the organizational part;
Mashal Waqar, Uswah and Nico Gallardo from Octant, who coordinated the cross-ecosystem program;
Philip Krause from BuidlGuidl and Scaffold-ETH, who coordinated the builder part of our program.

Special thanks to the builders and thought leaders who generously shared their experience and knowledge with Devconnect attendees, making the Enterprise Hub a successful event:

Marek Olszewski, Charlie Havens and Sophia Dew from Celo
Marcos Miranda and Pawel Burgchardt from Golem Network / Arkiv Network
Azeem Khan from Miden
James Kiernan from Octant
Holke Brammer from Hypercerts
Paul Brody from EY
Ruca Sousa Marques from kpk
Rich Widmann from Google Cloud Payments
Raymond Cheng from Kariba Labs
Garrett Hughes, Christoph Niemann and Karim Hassan from Dune
Benjamin Muñoz from Lawi
Felix Arris from Fun.xyz
Conor Svensson from Enscribe
Arpit Kumar from KOKI'O
Mike Cooper
Ivie Satijn from Somma
Olayinka Oshidipe from Nillion
Manolis Nikiforakis from WeatherXM
Kim Buisson from Funding the Commons
Dan Rodman
Mahesh Murthy from Karma
Zack Guzman from Coinage Media.