2025
Building marketing assets for the Web3 space through bold, fun creatives that stand out in a fast-moving industry
Drift Protocol is a decentralised trading platform built for high-performance derivatives on Solana.
Drift is a leading DeFi protocol that enables users to trade perpetual futures, borrow and lend assets, and access advanced financial tools within the Solana ecosystem. Known for its speed, efficiency, and strong product offering, it sits at the intersection of trading and on-chain innovation.
Outside of my core role, I collaborate with Drift on a range of marketing and creative assets, a more experimental, fast-moving space that allows me to explore different styles and ideas. It’s a side project that gives me a mental reset from more structured corporate work, and sprinkling a little bit of non-conventional fun in the things I do.
A premium cyberpunk aesthetic that blends bold neon energy with sharp, tech-driven precision.
Drift has a very distinct visual identity rooted in cyberpunk aesthetics, bold neon palettes, and a strong sense of digital futurism. It’s a brand that already knows how it wants to show up: premium, sharp, and unapologetically tech-driven.
I worked closely with the team to create assets that felt fresh and expressive while staying true to its core. Keeping the work visually exciting while ensuring it still feels premium and aligned with the depth of the product.
Creative freedom within a defined brand system.
Working with Drift opened up a different kind of creative space, one where the boundaries were clear, but the execution had room to play.
Collaborating closely with their illustrator, we developed campaign key visuals that could flex across platforms while staying rooted in Drift’s style.
Some campaigns leaned more serious and product-led, while others pushed into something more unexpected and playful. That range was part of the strength, the ability to explore ideas freely, while still anchoring everything back to a brand that felt cohesive and recognizable.
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Marketing assets included a wide range of outputs across digital and campaign touchpoints, from social content and launch announcements to key visuals, landing page graphics, and motion assets.
Working across multiple Web3 brand assets and adapting them for more professional contexts.
Sometimes the brief also requires working with assets from other Web3 brands, so this meant navigating a wide range of visual styles depending on who we were working with.
When it came to investor materials, pitches, and more formal communications, these assets needed to be translated into something more controlled and structured.
Drift Summer Camp as a
community-led initiative to drive engagement on the ground.
Drift launched Summer Down Under in Melbourne in partnership with Magic Eden and Solana Foundation, a two-month community initiative designed to bring together both developers and non-developers within the Web3 space.
The programme centred around a free co-working space, hosting bootcamps, events, and daily interactions to create a more accessible and engaging entry point into the ecosystem, giving people a place to connect, learn, and participate in Drift beyond the product itself.
From a creative perspective, the work extended across both online and offline materials. We developed a full set of campaign assets, from social content and digital promotions to on-ground materials like signage, event collaterals, and banners for the venue.
Ensuring the brand translated seamlessly across online and offline experiences.
It needed to feel fun and approachable to encourage participation, while still grounded in the tech and credibility of the Web3 space.
The consistency with campaign assets ensured the experience felt cohesive from promotion period up till the day of the event, and whether someone was discovering it online or stepping into the space in person.
Circuit Vaults is a yield optimisation platform designed to automate and maximise on-chain strategies.
Circuit Vaults, a subsidiary of Drift, is designed to help users put their assets to work through automated, high-performing vault strategies. It simplifies how capital is deployed across complex on-chain opportunities, allowing users to access optimised returns without actively managing positions.
I also worked with the team to create a logo and a set of branding assets that could support both the product and early-stage pitching. The approach was kept intentionally simple, with most of the effort going into crafting a logo that felt connected to the Drift ecosystem. Drawing from Drift’s visual language, the three-line motif was carried through as a key element, creating immediate familiarity while establishing its own identity.
Super Stake Sol allows users to earn leveraged yield on their staked assets such as staked SOL with one click.
Super Stake Sol, a subsidiary of Drift, is a staking platform designed to help users maximise returns on their assets with minimal effort. It enables users to earn leveraged yield on staked assets like SOL through a seamless, one-click experience.
The identity for this was developed quickly, but with clear intent. The logo and visual system were designed to sit within the same ecosystem as Drift and Circuit, using repeated line elements to create a logo of the same style. We also played around with lightning motifs to emphasise speed, power, and momentum.
