You are invited to the brand lab,

a workshop on reverse-engineering your project’s reputation

A hands-on workshop for founders who want to take control over what people think about their products and build a company's image that wins hearts of early adopters and funders.

▉FOUNDATION edition ▉Devcon, Adoption Hub ▉Nov. 13, 2 PM

▉EXTRAVAGANZA edition ▉PL Cowork Hub ▉Nov. 16, 10 AM

▇▇ who this workshop is for

new companies struggling with adoption

established projects dealing with changing market dynamics

tech teams preparing for funding rounds

product managers seeking growth with limited marketing funds

▇▇ where it appeared so far

Devcon 6 ▪ ETHDenver Camp BUIDL ▪ ZuConnect at DevConnect

IPFS Camp ▪ DWeb Camp ▪ Regens Unite ▪ Web3Summit

Funding the Commons Berlin Builder Recidency

World Information Architecture Day ▪ Codemotion

▇▇ after attending this workshop you will be able to

adjust your product reputation from “what we have” to “what we want”

THEORY ——————— You will learn what a reputation stack is, how projects accumulate its layers, how to speed up the process, and what to do if your current reputation is not what you wish to have.

PRACTICE ——————— Quick check to see where your reputation stands right now.

make your product positioning work for you not against you

THEORY ——————— You will learn how the tiny details of product positioning take control of your reputation and what to watch out for when (re)entering the market.

PRACTICE ——————— Homework resources.

communicate tech features in a way that sparks curiosity and desire

THEORY ——————— You will learn how to gather insights on your audience's persona and use the raw data to rephrase your message in a way that makes them want to hear more.

PRACTICE ——————— We will do one exercise that can replace persona interviews when you are short on time and budget.

make your product visually stand out on the market

THEORY ——————— You will learn how to use your competitors' reputation for your own differentiation and when to ride a wave of trends or avoid them by all means.

PRACTICE ——————— We will do an exercise that will give momentum to your product and help you craft a timeless identity at the same time.

create a brand image that wins hearts and minds of early adopters

THEORY ——————— You will learn how to give personality to your product based on your desirable future reputation and the customers' emotional profile and aesthetic realm.

PRACTICE ——————— We will go through a fast-track of the brand personality workshop.

plan a seamless visual experience that embeds your product in people's memories

THEORY ——————— You will learn how to use customer journey maps (CJM) in branding, what a brand visual heart is, and the pros and cons of having one for your project.

PRACTICE ——————— We will do a CJM for a selected project. You will also explore the possible visual hearts for your product with the help of other attendees.

during Devcon7, Brand Lab will happen in two formats: foundation and extravaganza.

choose what fits your Devcon week schedule and current project needs ↓

▇▇ foundation

2-hour workshop

up to 20 people

framework intro

brand positioning: how-to

category & naming: how-to

audience personas: how-to

from value proposition to message: how-to

current perception analysis

aesthetic realm survey

brand personality survey: practice + group review

design taboo: how-to + one project exercise

identity PoC: how-to

brand rollout: how-to

▉ Devcon7 venue >> Adoption Hub ▉ Nov. 13, 2 PM

workshop happened

▇▇ extravaganza

half-day workshop

10 people max

framework intro

brand positioning: deep-dive how-to + practice + review

category & naming: how-to

audience personas: how-to + interview builder "LEGO"

from value proposition to message: how-to + practice + review

current perception analysis: how-to + sample questions

aesthetic realm survey

brand personality survey: practice + group review

design taboo: how-to + individual exercise

identity PoC: how-to

brand rollout: how-to + practice + review

BONUS how to involve community & partners

▉ PL Cowork Hub ▉ Nov. 16, 10 AM

workshop happened

▇▇ meet the instructor

Ira is a designer and creative director specializing in branding for emerging technologies and crafting visual communication strategies for complex tech products.

As the former Creative Director at Protocol Labs, Ira led an internal brand studio, ensuring the aesthetic excellence of branding and web projects for Protocol Labs Network partners.

These days, she runs her own design practice, conducts DIY (design-it-yourself) workshops for builders and organizes Design Tracks and similar spaces at Web3 events worldwide.

If you are not attending Devcon but would like me to give this workshop for your team, or at your event, email me or drop a line via Telegram (@IraNezhynska)

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Three years ago, a friend took me to San Francisco's Japantown.
We stopped at a big grocery store, and I headed straight to the tea shelves. I wanted to buy genmaicha I faced a sixteen-feet-long shelf full of green tea packages, my eyebrows started to raise. I counted eighteen different producers of genmaicha.