Esdotge is the Branding Lead and Co-founder of at Floc*, one of the pioneering strategic design studios in Web3. Since 2017, he has been researching and experimenting with the vision of building a new model for brand building in the Web3 space. This ever-evolving methodology is at the core of the /brand3 concept, which he actively promotes.
He has worked with brands such as Metamask, Polygon, Bankless, Build, Sushi, and Metacartel. Many in the Farcaster community know him as the creator of Degen’s iconic Top Hat logo—a turning point in his career that inspired him to launch personal projects like /odegen, /fartone, /smiles, and /brnd.
I’m not sure if it’s really a superpower, but the conceptualization phase of a project is always what creates that “wow” effect in branding presentations. My creative playground is right at the intersection of strategy and creativity. That phase is the tipping point—a few days of intense mental work, trial and error, until everything finally clicks. And when it does, something magical happens. Finding the perfect connection between strategy and identity is an art in itself. It’s my favorite part of the process, and also the most challenging. Sometimes it turns out better, sometimes worse, but I always give it my all. When I present the concept, explain it, and it resonates with the team or the client, I feel a unique thrill that reminds me why I love this profession above all else. But this isn’t a superpower I can wield alone. For the magic to truly happen, I need the core team at @floc: @victoctero, @0xgsus, and @srferran. With them, this power becomes a real superpower, because together we can take these ideas to the next level and bring them to life.
Since joining Floc*, I’ve always tried to build /brand3 as a parallel brand—a space for research, experimentation, and learning about the relationship between Branding and Web3. It’s a project that can never truly be finished, because it keeps evolving with everything on my mind and everything that happens each day. I started in 2017 with a section in a magazine, calling it Blockbrands. There, I analyzed and wrote about design, strategy, culture, creativity, and other topics related to brands using blockchain technology. From there, we began using it as a methodology that’s always under construction. Every new branding project became an exercise to feed this ongoing process. We created live programs, podcasts, and newsletters to try to understand this whole movement. At one point, I even wanted to turn it into a book—I started outlining the structure and wrote some isolated excerpts. But with so much information always in motion, I felt overwhelmed and ended up mainly writing in the newsletter whenever possible. After that, I joined Farcaster, and Brand3 became a channel while the newsletter adapted to Paragraph. The latest touchpoint or experiment for Brand3 is @brnd. What began as an NFT featuring the brands from the Farcaster landscape has turned into a mini-app where users vote daily for their favorite brands in a podium format. The data generated is used to create rankings that measure brand value and help track the momentum of each project. We’re still in the early stages, but the goal is to keep developing /brnd to foster a better relationship between brands and users, and to ensure that projects don’t fade into obscurity if they’re doing well.
I’m a big fan of Figma for design, but my creative toolkit is always evolving—sometimes I need the precision of Adobe’s suite, and sometimes I’m experimenting with AI tools like Perplexity or Krea to push boundaries. Our workflow at FLOC* is shaped by the Brand3 methodology, which breaks every project into four dynamic phases: Discover, Focus, Build, and Sync. Even though every challenge is unique, this structure keeps us agile and focused. With our clients moving faster than ever, we’ve introduced sprint packs to deliver results quickly and efficiently. It’s all about staying flexible and keeping creativity flowing.
Whenever I get the chance, I love to travel—it’s the best way to soak up fresh ideas and inspiration, whether it’s from new sights, cultures, or experiences. I’ve always had a keen eye for details: I notice everything from street posters to quirky store signs, stickers, and even graffiti. I’ve even got that funny habit of seeing faces in random places, which I love sharing on /pareidolia. Sometimes, though, the best ideas come when I take a break—like when I’m out running or walking my dog, Canela. If I ever hit a creative block, I know it’s time to step away from the screen and get outside. I’m a big fan of all kinds of music, but nothing beats the calm and clarity I get from heading to my favorite hidden spot by the sea on a secret beach in Alicante.
If I could redesign anything, what would it be? Honestly, my answer has evolved over time. Early on, I dreamed of being part of the next evolution of Bitcoin—it’s the original headless brand, and I think it could use a refresh to stay relevant in today’s world. It’s a tough challenge for a decentralized project, but it’s always on my mind. Later, I got excited about giving Ethereum a design makeover. Its symbol is iconic and powerful, but the visual system, narrative, and identity could use a modern touch to really stand out again. Right now, I’m really inspired by Farcaster (and I’ve already dropped some hints to @dwr!). To me, Farcaster is the brand that’s bringing a hyper-app experience to crypto and mainstream audiences alike. Unifying Warpcast under Farcaster is a smart move, but the next step is a full rebrand—a new strategy, brand architecture, and identity that matches its ambition. I’ve talked about this with folks like @fffflood from the Design Cabal. At FarCon, I shared a vision of Farcaster as a hub for all the platform’s designers, with a dynamic, MTV-style symbol—a living arc shaped by the creativity of everyone involved. I see Farcaster as a container brand, where anything is possible, blending the best of media and museum branding. Because brands aren’t static—they’re alive, and they need to keep evolving. If they stop moving, they risk fading away. That’s why I believe: Brands are stories in motion.
I’m pretty transparent and usually share my passions openly, so most people already know a lot about me. I love trying out new sports and activities—after FarCon LA, I got hooked on pickleball and even started working on a pickleball paddle brand. When I visited the Maldives, I tried scuba diving, and now it’s one of my favorite ways to unplug and explore a whole new world. I really believe every journey or life stage helps you grow and discover more about yourself. I get bored easily if I stick to the same routine, so I’m always setting new goals and looking for new experiences. Now that I’m a new parent, I’m excited to find new hobbies—this time, sharing them with my son. Maybe it’s a running theme: I just can’t resist saying yes to new things… XD
Look for what sets you apart—don’t get distracted by passing trends, and, well, buy more bitcoin… XD It’s easy to get swept up in what’s popular on Pinterest or other inspiration platforms. Most designers end up stuck in that cycle, referencing each other until everything starts to look the same. I’d push myself to be more original and focus on craftsmanship. Don’t be afraid to go against the tide, but always stay true to your own vision. Take risks, but don’t go looking for trouble—and if you do find yourself in a tough spot, try to get out as fast as you can. Remember, every small project can open the door to the next, and building strong relationships with your clients is the best way to reach your goals.
I’d love to get a better handle on my digital hoarding—I’m always overflowing with ideas and starting new projects and brands. The thrill of a fresh start is something I truly love, but it also means I have a lot of unfinished projects and can struggle to focus. I’ve learned to live with this, but I’m working on being more organized and disciplined. These days, I try to approach my personal projects with less pressure and more joy, giving myself the freedom to experiment and learn. I do my best to avoid frustration, though that’s not always easy. At the end of the day, as a designer, I’m always looking to grow—especially in a world that’s so hyperconnected. Social media makes it easy to compare ourselves to others, but I want to focus on creating a world that’s brighter, more playful, and more joyful. For me, success is about putting as many smiles out there as possible.
Building Better Brands | We want to rethink brand building in the web3 ecosystem | Brand 3.0
Pioneering Web3 strategic design studio driven by community collaboration. Design the next-generation brands together with expert-led innovation.
BRND is the one-stop playable billboard for brands in the Farcaster Landscape. Discover, rate, and rank your favorite brands, and participate in the community through gamification.
Designing /brand3 strategies at /floc | /degen logo creator | nf.td/esdotge
Designing /brand3 strategies at /floc | /degen logo creator | nf.td/esdotge
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Read the previous Designer Of The Week Featuring Flood here:
Flood is the CEO of Operating System ($OPSYS), a design and development firm with a primary focus on projects within the Base, Farcaster, and Clanker ecosystems. His work centers on creative direction, with core strengths in graphic design, UI/UX, brand synthesis, and 3D modeling.
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