The Capital Conference – Mauro Medina Susarrey

Role

Brand Strategy
Creative Direction
Identity
Environmental
Desighn

CoinMarketCap was launching its first Blockchain conference brand in 2019. I was reached and tasked to work on the Conference brand after my experience working at Consensys. The CFO and other directors of CoinMarketCap wanted to create a brand that spoke to the expertise and diversity of the blockchain industry. One of the challenges of working in this brand was to unify and align everyone’s vision of what the brand should look and feel like based on the conference's location.

Definition & Strategy

The Capital strives to be a symbol of democratic and unbiased communities sharing in the celebration of the technology that binds them.

We are an unconventional, community-driven event because of our desire to forge trust, confidence, and connection with our discerning community of crypto enthusiasts. We are building a memorable, engaging, and friendly event for our loyal and supportive community through expertly curated events, opportunities, and experiences. We promise to challenge your perspectives and push the boundaries of possibilities in a uniquely unconventional way.

Global Conference
by CoinMarketCap

The Capital’s voice should feel cool, friendly, collaborative and authoritative.

Friendly

Using an open and clear, jargon-free language

Cool

Confident, enthusiastic, and global perspectives that connect with our users

Collaborative

Community-driven, unbiased, and transparent exchange of ideas.

Authoritative

Strive for simplicity, loyalty, and informative.

Design

The design of the logo is a representation of the journey and arrival to The Capital. The geometric shapes are meant to represent diversity of technology and people coming together into the fold, and the gradient unifies all these elements together.

Result

The Capital was a complete success with crypto enthusiasts coming from all around the world. The result of the great collaboration between talented individual international teams made this event one of a kind with all the talent being 100% remote.