Creative Direction, Experiential Design & Event Branding
DCentral is a Web3 and decentralized finance company known for producing large-scale cryptocurrency conferences and events during the industry's rapid expansion in the early 2020s. Working across event campaigns, environmental graphics, and large-format installations, I developed a range of visual concepts and creative assets designed to bring the company's conferences and brand presence to life.
The work included creative direction and artwork for major conference environments, including a massive 20-by-20-foot LED cube installation featuring original artwork created specifically for the event. The conference programming also incorporated artwork and creative contributions from notable artists and collaborators, including Doja Cat, creating an intersection between cryptocurrency culture, music, and contemporary digital art.
Another standout project involved the complete visual transformation of a six-story office building for which DCentral held naming and branding rights. I developed an expansive cyberpunk and vaporwave-inspired visual concept that was applied across the building's exterior, turning the entire structure into a large-scale branded installation visible throughout the surrounding area.
Additional work spanned conference identities, promotional campaigns, event graphics, and environmental applications for DCentral's growing portfolio of events, including DeFi-focused conferences and major Miami gatherings. These projects offered an opportunity to push beyond traditional brand applications and explore how digital artwork and graphic design could translate into immersive, architectural, and large-scale physical experiences.