Pilled
Services
Brand Identity & Strategy, Executive Production, Event Coverage
Client
Pilled / Solana Foundation
Year
2025
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.
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.
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.
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, an identity designed to be filmed.
Breakpoint was the strategy executed. With the team, I ran Pilled's full coverage at the ecosystem's flagship conference, shot in the brand's own visual language: a pre-event announcement film to set up their presence, three social edits cut and published the same day the moments happened, and a full event recap closing the package.
Inside that coverage ran the sponsor program: six highlight videos for Pilled's event partners, each piece serving a sponsor while staying unmistakably Pilled. Eleven deliverables in four days, all wearing the identity I had just built. Strategy written, brand designed, brand activated exactly where it said it would be: on the main stage.
