Summary
In this project, I was engaged to design graphics for an industry event hosted by four blockchain organisations in Soho House.
My work included production of a digital event flyer for luma and social media, a physical roll-up banner to be displayed at the entrance of the venue and a digital backdrop for the panel discussions.
The designs were created using Figma, Illustrator and Photoshop.
Company background
Waffle Capital is an incubator fund specialising in investments within the Cardano blockchain ecosystem. They maintain a significant operational presence in Hong Kong, actively engaging with the local financial community to promote Cardano's development. The team leverages over a decade of expertise in Cardano to identify and invest in emerging opportunities.
Project goal
For this engagement, I was tasked with creating a range of promotional materials for an event hosted at Soho House, aimed at gathering a diverse audience from the crypto, financial, and legal communities in Hong Kong.
While the event was hosted by four different blockchain organisations, Waffle Capital took the lead and required its branding to be prominently featured throughout the designs. The goal was to ensure the visuals were fresh, eye-catching, and clear, effectively representing Waffle Capital while maintaining a professional and engaging appearance for the event.
Digital event flyer
For the digital event flyer, I was tasked with creating a square design for distribution across Luma, LinkedIn, and Twitter. The flyer needed to be informative, visually striking, and optimised for desktop, mobile, and tablet views.
To maintain brand consistency, I:
Utilised Scope, Waffle Capital’s signature typeface, along with the refreshed colour palette of pastel yellow, dark grey, and off-white, with a gradient effect for added dynamism. This was based off my previous brand design work with the company.
Elevated the logo by integrating block graphics with corner details inspired by the Waffle logo, subtly referencing blockchain imagery.
Employed a grid system to ensure consistent spacing and alignment of elements, creating a balanced and organised layout.
Used Photoshop to crop the headshots precisely, including techniques for selecting hair and refining edges, ensuring high-quality imagery and maintaining visual harmony.
Physical roll-up banner
For the roll-up banner, I created a design that communicated key event details while maintaining a professional and dynamic look. It needed to display the event name, highlight the hosting organisations, and include QR codes for attendees to access LinkedIn, Twitter, Discord, and Telegram contact points.
To achieve this, I:
Implemented Waffle Capital’s brand identity, using the Scope typeface and pastel yellow, dark grey, and off-white colour palette. A gradient effect was applied to the background yellow, adding depth and energy to the design.
Integrated a Hong Kong skyscraper image from the Central financial district, shot from a unique angle to avoid cliché representations, and converted it to greyscale for a consistent, polished look.
Designed custom illustrations of a mobile phone and graphic shapes in Adobe Illustrator to create a playful yet clear invitation for attendees to scan the QR codes.
Positioned the event title at in centre-stage, keeping the logos to the bottom and ensuring QR codes were large enough to scan from a standing height.
Digital panel backdrop
For the digital backdrop used during the live panel discussions, I focused on maintaining the attention on the speakers while ensuring a professional and brand-consistent appearance.
To achieve this, I:
Used Waffle Capital dark grey with a soft gradient background, reducing glare and providing a comfortable viewing experience for the audience.
Created breathing space between elements, ensuring clarity and visibility from a distance while maintaining the appropriate size for each element.
Designed with a safe margin zone to ensure key content remained visible, even if edges were cut off by the image projection.
Integrated brand elements like Scope typography, off-white and pastel yellow text, and the top right corner detail to subtly tie things back to the Waffle Capital logo for a cohesive look.
Prominently featured details for the event title and speaker (photo, name, title, and company) in a clear, legible layout with contrasting colours for accessibility.
