Crypto in Context
Awareness campaign | art direction, web, editorial, video, print
Crypto in Context started with a two-day workshop in the South Bronx. Electric Coin Company brought people working in crypto together with students and community members to talk about money, access, privacy and where cryptocurrency might fit into their lives. The program was built around conversation and hands-on learning rather than a one-way presentation.
The exchange was the important part. The people building the technology understood engineering, finance and crypto. The people in the room brought direct experience, frustration and inequities built in the financial systems those technologies were meant to change. Each side had something the other needed to hear.
I led the visual side as those workshops grew into a broader awareness campaign. We built a distinct visual language around documentary photography, interviews and editorial content, then carried it across a dedicated microsite, print pieces, event and partner materials, and video. I designed the site and supporting materials, curated imagery and edited promotional and interview content.
The first South Bronx work became The Underestimated, a collection of portraits, interviews and stories centered on the people taking part. The design stayed restrained so their photography and voices could lead rather than turning the project into a conventional technology campaign. ECC's own coverage of the pilot likewise focused on the relationships and conversations that came out of those early workshops.
As Crypto in Context expanded, the same system had to work across very different kinds of communication: long-form stories, practical program information, event promotion and partner outreach. Keeping those pieces connected gave the initiative a recognizable presence while leaving room for the people and places to change.
