Brand strategy and identity for a wellness brand at conferences and retreats.
Brand first, then the event
Pilled is a wellness brand that brings physical and mental practices to conferences and retreats, giving developers and the wider ecosystem a moment to pause, move, and care for their well-being.
A two-layer project: brand first, then the event. I designed Pilled's brand identity and strategy myself, defining how the brand looks, speaks and shows up in content.
Wellness as culture, at the main conferences
The strategy was mine end to end. Pilled is a wellness-forward brand rooted in Web3, positioned not as another wellness brand following trends but as a disruptive one: wellness isn't a luxury, it's a rebellion against the unsustainable, and Pilled is here to make it culture. I built the full strategy guide, from purpose, voice and values (innovative, honest, inclusive) to audience personas and one sharp market call: while others stuck to side events, Pilled would show up at the main conferences.
To support and uplift as many individuals as possible on their wellness journey, through meaningful partnerships, impactful collaborations, and immersive activations that make well‑being more accessible within the Web3 space and beyond.
To become a leading curator of wellness by shaping how individuals and communities engage with well‑being by embedding it into culture, technology, and everyday experiences.
Three personas: a founder who works out but travels too much to stay consistent, a KOL who needs a break from the noise of crypto Twitter, and a regular conference-goer who wants to start with small, meaningful changes.
One of Us runs side events under its sponsors' names; DeFit is building a fitness app for competitions on Solana. Pilled goes to the main conferences.
Education, performance and balance in one mark
Then I designed the identity to carry it. A logo blending the brand's three pillars, education, performance and balance. A palette of green, beige and white: growth, warmth and clarity. Helvetica Neue leading with a confident, direct tone, Source Serif Pro Italic adding depth for the educational moments. And a visual approach built on warmth, motion and real community.
The Wellness Area at Breakpoint 2025
Pilled ran the Wellness Area at Solana Breakpoint 2025 in Abu Dhabi.
Then, with the team, I ran their full Breakpoint coverage built on that identity: a pre-event announcement film to set up their presence, three same-day social edits published while the conference was live, a full event recap, and a six-video sponsor highlight program (Cudis, Moonwalk, SpineDAO, Offline, One of Us and Pump Science), effectively an ad-fulfillment operation running inside the coverage itself. Eleven deliverables shipped in four days, every piece carrying the identity we had just built.
