UPSTREAM
Event imagery, social media content, and educational graphics for a Web3 platform — working within brand guidelines to build community and drive engagement across digital and live events.
The Challenge
Upstream is a Web3 platform that helps communities build and manage DAOs (Decentralized Autonomous Organizations). As a designer on the team, I was responsible for creating the visual content that powered their social media presence and live event marketing.
The challenge was twofold: make complex Web3 concepts feel accessible and inviting to a broader audience, while maintaining a consistent brand identity across very different formats — from educational Twitter threads to in-person event graphics in NYC and Miami. Every piece needed to feel unmistakably Upstream while speaking to both crypto-native users and newcomers exploring decentralized governance for the first time.
Event Marketing
Upstream hosted live community events in key tech hubs like New York and Miami. I designed the promotional graphics for each event, balancing the brand’s signature purple-to-pink gradient palette with location-specific details and clear event information. The goal was to create imagery that felt premium and worth attending — not just another crypto meetup.
Educational Content
A big part of Upstream’s content strategy was education — breaking down Web3 concepts like DAOs, tokenomics, and decentralized governance into digestible social media graphics. I designed a visual system that made complex topics feel approachable: clean illustrations, bold headlines, and the brand’s gradient language to create instant recognition across the feed.
