Last week, I found myself immersed in the vibrant atmosphere of NEARCON 2023, the NEAR blockchain ecosystem’s largest event in Lisbon, Portugal —an event that served as a global gathering for some of the sharpest minds in Web3, all converging to delve into the ever-evolving realm of open web technology.
The event boasted an impressive attendance of over 3,000 participants. Adding to the excitement was a unique conference feature named NCON—an innovative event experience, comprising of a token and an app built on the Blockchain Operating System (B.O.S). With NCON, attendees could seamlessly participate in content sessions, engage with sponsors, handle lunch payments, complete NCON bounties, redeem event merchandise, and more, which provided for a great digital experience.
As a founder of a Web3 graphic design studio LR.Creative Studio, my focus naturally gravitated towards evaluating the event’s graphic and visual elements, encompassing the event’s branding, aesthetics, materials and merchandise, and other similar details—the perspective which aligns with my background as a web3 graphic designer. So it wasn’t just about the event content; I was keenly observing how everything was organized, figuring out the subtle interplay between the design and how people felt about the event, about the NEAR ecosystem, and its future prospects.
Overall, the NEAR brand has been designed beautifully and it was very well presented during the event, where every detail, from the banners outside the venue to the stage graphics and giveaway designs, were carefully considered. The result was a seamless and cohesive look and feel that radiated invitation, fun, technology, innovation, and flexibility. It was a great example of effective brand use.
It was fantastic to see people warmly embracing the NEAR brand, feeling included while wearing NEAR merchandise. The brand’s adaptability to diverse demographics by actively engaging with various communities worldwide, coupled with overwhelmingly positive feedback from attendees, spoke volumes about NEAR’s success in creating an inclusive and engaging experience.
While NEAR has apparently mastered the art of branding, many startups utilizing NEAR technology and building in the Web3 ecosystem seem to overlook this crucial aspect. There’s a common misconception that slapping a logo on things is the remedy for establishing a brand, but the reality is far from it. A logo is just a small piece of a much larger puzzle in developing a successful brand, one which helps startups and established projects achieve recognition, user trust, market differentiation, and reinforce business performance.
When you’ve developed a solution to a problem, it’s not enough to simply have it; you need to showcase it to the world. Whether you’re excitedly announcing your achievement or seeking funding to propel your work forward, especially when facing investors and VCs, it’s about more than just knowing your craft. It’s about telling your story, presenting your solution, and being able to connect with the target audience. This is where the essence of your brand truly shines.
As Tom Munckton from Fold7Designs, who played a part in crafting the NEAR brand, wisely puts it, “A strong brand identity system can accelerate your growth,” and this isn’t limited to well-established brands.
As a graphic designer immersed in the world of Web3, my heartfelt advice to startups is to seriously consider the power of effective branding. You don’t necessarily need a brand as elaborate as NEAR’s, but incorporating key elements can significantly contribute to your project’s growth. Don’t underestimate the value of good graphic design; investing time in its early development is the key to standing out in this saturated market. It’s a journey worth embarking on.
So what can we learn from this?
In the ever-evolving Web3 landscape, the NEARCON event highlighted the pivotal role of effective branding, showcasing the impact on user engagement and success. Whether you’re a startup or an individual, recognize the power of branding early on. As echoed by industry experts, a well-crafted brand identity accelerates growth.
So my advice is – learn from NEAR’s success: invest in your brand, stand out in the competitive Web3 market, and embark on a journey towards lasting success.
