Summary
This project was the latest in a series of contract work with the crypto fund Waffle Capital, where I was engaged to design promotional graphics for a major blockchain event hosted by Waffle Capital and HexTrust in Soho House, drawing 300 attendees.
My work included production of a digital event flyer for luma and social media, as well as additional promotional material and digital backdrops for the panel discussions.
The designs were created using Figma 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
In this project, I was responsible for creating the digital flyer and promotional material for a blockchain event during Consensus Hong Kong hosted at Soho House that received over 1000 registrations, with talks from 11 guest protocols.
Given the number of events taking place that week, the graphics needed to be eye-catching, informative and aesthetically relevant for the audience.
Digital event flyer
For the digital event flyer, I was tasked with creating a 1:1 graphic for distribution across Luma, LinkedIn, and Twitter. The flyer needed to be informative, visually striking, and optimised for desktop, mobile, and tablet views.
To meet the goals for the design, I:
Utilised Scope, Waffle Capital’s signature typeface based off my previous brand design work with the company.
Implemented a new colour palette, honouring the team's desire for something worthy of attention over the many competing events taking place during Consensus Hong Kong. The specific blue and orange here were chosen due to their association with the Cardano and Bitcoin logos, and the gradient was to reflect their unity.
Considered hierarchy of text elements to give emphasis to the most important details, such as event name, date and location.
Employed a grid system to ensure consistent spacing and alignment of elements, creating a balanced and organised layout.
Used Photoshop to for , including techniques for selecting hair and refining edges, ensuring high-quality imagery and maintaining visual harmony.
Guest collaborations
In addition to the main flyer, I also designed 11 graphics in 1:1 format to promote the talks being given by the respective guest protocols. These were distributed on social media in a staggered fashion in the lead up to the event, and also used as digital presentation backdrops on the day.
