Think about the first three seconds. Before reading, before tapping. A visual scan that captures your attention. The moment when you decide, without realizing it, whether this is something worth your time.

Not every app has that magnetic pull, that desire to return to a place you genuinely want to stay in. That feeling that lingers before anything is revealed. That sense of a spell.

December 2025. An empty Figma file and a fresh new brand.

• The promise: to build a place where characters come alive, are remembered, and generate their own economy.

• The challenge was turning that promise into a product people would use every day without losing its appeal.

If you've been following the project, you're probably already familiar with two chapters of the story:

1. The Charms team shared the “why” behind Charms: how it was born and evolved from Humans vs AI, and what they discovered about the real connection between humans and AI characters.

2. The FLOC* team shared the “what": how a living brand is built through direction. Identity, narrative, and system, in Design Sprint mode.

This article explores what no one else documents: the gap between what the brand promises and what the product needs to deliver, and the daily work of designing it seamless.

Guardian: caring for what's already alive

At FLOC*, we have a concept that defines our relationship with the brands we create: Brand Guardian.

When we complete a brand project, our work doesn't end with the deliverables. We understand that brands evolve alongside their context, the product lifecycle, and the team’s decisions. Supporting that evolution from within is part of how we work, ensuring the brand remains consistent as the product grows.

Ongoing sessions keep us involved in the conversation as decisions are made. Open design. Learning by doing. Sharing the process with the team, not just designing for the team. That’s how a product crafted with care comes to life.

Designing the unfamiliar through the familiar

Charms isn't an AI chat app. It isn't a wallet. It isn't a game.

Designing something that doesn’t exist yet comes with a beautiful trap: it only works when it feels like it has always existed.

Some flows have no established UX patterns. Every decision remains a hypothesis until it’s validated by the system, the team, and the users. Research and exploration stop being just an initial phase and become a continuous process.

The unfamiliar can only be understood through the familiar. Users arrive with established habits, and asking them to learn both the product and its gestures at the same time is one of the fastest ways to lose them before they even begin. Standard conventions become the starting point.

They help define which patterns should remain familiar and where challenging established conventions can create space for the magic of Charms.

The system is what connects the brand and the product: design tokens, components, micro-interactions, animations, states, and copywriting. It ensures the brand evolves alongside the product without losing its identity.

The system in motion

From that empty file, the design process evolved through three distinct phases: Characters → Market → Using Charms. These are interconnected layers that feed into the same system and continuously reshape one another as the product evolves. Each feeds the others. None of them is ever finished.

AI-powered Characters

How do you design something that looks like an agent but feels like a companion?

An AI character in Charms isn't an agent, because people don’t truly interact with agents. Once you give something a name, a voice, an appearance, and a memory, you stop simply assigning tasks to it and start building a more personal and social relationship.

That emotional bond is where the experience begins. And the process needs to feel both fast and meaningful. If you ask for too much, the user won’t finish. If you ask for too little, the character feels soulless.

Market

How do you bring charm to the coldest part of the product?

We faced another challenge: making sure that participating in Trade still felt like participating in Charms.

The goal was to elevate familiar fintech conventions through a series of small design decisions. Always keeping the character at the center while the market moved around it.

Every interaction was designed to keep the character's energy alive. Every operation isn’t just a silent transaction; it’s a moment where the character connects with you.

The result is a workflow that experienced traders understand instantly while remaining approachable for new users. Trade isn’t the boring part of the product. It’s another place where the character feels alive.

Using Charms

How do you capture attention in a way that brings users back?

Once the character has been created, once the market is open, the most important question remains: what brings users back the next day?

The work became designing that reunion. Creating daily touchpoints that capture the user’s attention:

• When the character remembers who they are, what their relationship is, and what it takes to keep it alive.

• When the market gives the character a public life and continues to operate even when you’re away. Others discover it, its community grows, and its economy flows.

• The character extends beyond the app itself: it appears in memes and resurfaces in the feeds and chats where users spend their time every day.

Returning to Charms doesn’t feel like returning to an app. It feels like returning to a place you want to be.

Where the magic continues

Some decisions will only reveal themselves once real users begin interacting with the product. That’s why the system is designed to adapt to new developments without requiring a complete overhaul, and why we’ll continue to be there, as Brand Guardians, as part of the conversation.

Charms is now available on the App Store.

Discover the platform where AI characters come to life.

Remember those first few seconds and let yourself fall under its spell.

Thank you 💙

None of this would feel alive without the people behind it every single day — Gon, Juan, Ignacio, Sergio, Víctor and Jesús. You keep this project's charm and energy alive.

DAOs were the most ambitious organizational experiment of the decade. And most of them failed.

ConstitutionDAO raised $47M in days. Couldn't coordinate fast enough to buy a single document. MakerDAO, the most sophisticated DAO in existence, spent months in governance debates while competitors shipped products.

Same pattern, every time: extraordinary community energy, paralyzed execution.

DAOs tried to decentralize everything. The result was organizations that could raise millions but couldn't change a logo without a temperature check, a Snapshot vote, and a three-week forum debate.

The "A" in DAO stood for Autonomous. But there was nothing autonomous about 500 people arguing in Discord about font choices.

II. Your brand is bigger than whoever's running it today.

Before we talk about the future, let's be honest about the present.

Right now, every brand on earth depends entirely on the people behind it. The CEO defines the vision. The CMO translates it into strategy. The community manager speaks for the brand on social media. The designer makes it look right. The marketing team decides where it shows up. The finance team decides how much it spends.

The brand is the sum of all these people. Their taste, their decisions, their bad days, their blind spots. When the community manager quits, the brand voice changes. When the CEO pivots, the brand pivots. When the designer leaves, the visual language drifts.

The brand is never truly itself.
It's always a reflection of whoever is operating it that day.

And here's the deeper problem: the ultimate goal of branding has always been to create something that feels as close to human as possible. A personality. A voice. A set of values that people connect with emotionally. But as long as that personality depends on a rotating cast of humans to express it, it will never be fully coherent. It will always be an approximation.

DAOs tried to fix this by distributing the decision-making. But they only made it worse. Instead of one CEO's vision filtering through 10 employees, you had 500 people's opinions filtering through Discord. The brand became a committee. Committees don't have personality.

What was missing wasn't community. It wasn't capital. It wasn't vision.

It was an execution layer that could carry the brand's essence at speed, at scale, without human bottlenecks diluting it.

In 2023, that engine didn't exist. In 2026, it does.

AI agents can now read a strategic document, interpret brand guidelines, generate visual assets, write in a consistent voice, manage community interactions, create campaign variations, and adapt messaging to context, all in real time, all without a single governance vote.

This changes everything. Not because it removes humans. Because it means the brand can finally express itself directly. When a user interacts with a DAB, they're not talking to the community manager. They're not talking to the intern running the Twitter account. They're talking to the brand itself. The soul, the brain, the muscle. The complete system, expressing everything the brand has absorbed and been trained to be.

That's not a small shift. That's the difference between a brand as a mask worn by employees, and a brand as a living entity.

III. Every living brand needs a soul, a brain, and a muscle.

A DAB is a brand architecture with three layers:

Layer 1 — The Community (The Soul)

Founders, token holders, users, and believers define the non-negotiables: values, purpose, aesthetic principles, cultural positioning. This is the Human Signature layer. It's sacred. It doesn't get automated. It gets protected.

Layer 2 — The Brand System (The Brain)

The soul gets encoded into a structured, living system. Not a brand guidelines PDF that nobody reads. A queryable architecture that contains: visual identity rules, tone of voice parameters, strategic positioning, brand principles, competitive boundaries, and evolution protocols. Think of it as the constitution that governs every brand decision, human or artificial.

Layer 3 — The AI Agents (The Muscle)

Autonomous agents read the Brand System and execute. Social content, visual assets, community engagement, brand consistency, partnership negotiations... Each function runs on its own agent, all reading from the same source of truth, all operating 24/7, all evolving within the boundaries the community defined.

The community owns the vision.
The Brand System encodes it.
The agents execute it.

IV. Every interaction has value. Every value lives onchain.

A DAB isn't just an architecture. It's an economy.

Today, thanks to AI platforms, everyone is familiar with credits and tokens. You buy credits, you make requests, you consume intelligence. That mental model is already mainstream. A DAB applies the same logic, but onchain.

Two mechanisms govern how people interact with a DAB:

The Token: Fuel for the Brand

Every DAB has a utility token. It's the fuel that powers interactions with the Brand System. Think of it as the currency of attention and participation.

Public interactions are free. Anyone can experience the brand, consume its content, interact with its agents. But professional-grade requests — strategic updates, identity evolutions, new campaign directions, deep customizations — require tokens. You can purchase them with fiat or crypto, and every transaction lives onchain.

This is not a paywall. It's a value filter. The token ensures that every significant request to the Brand System carries intentionality. It also means the brand itself generates economic activity. Every interaction, every update, every decision is a transaction that compounds the brand's onchain history.

Imagine a brand where every strategic decision, every visual evolution, every campaign launch is permanently recorded on the blockchain. Not in a Google Drive folder that nobody opens. On a public, immutable ledger. The brand's entire history, readable by anyone, verifiable by everyone.

Onchain Credentials: Roles, Permissions, and Ownership

Not everyone should have the same access to the Brand System. A designer's input on visual identity carries different weight than a developer's input on product UX, than a marketer's perspective on positioning, than a finance lead's view on pricing strategy.

Onchain credentials solve this. Immutable, verifiable, non-transferable tokens (NFTs at the protocol level, but functionally closer to professional certifications than to collectible images) that function as role-based access within the DAB:

A Design credential grants permission to propose and vote on visual identity updates. A Strategy credential allows input on positioning, messaging, and narrative direction. A Community credential enables governance participation and cultural steering. A Builder credential grants access to technical integrations and product-level brand decisions.

These credentials aren't purchased. They're earned. Verified by the brand itself or by the community through contribution, expertise, and trust. The higher the credential, the deeper the access to the Brand System's core layers.

This creates a natural governance structure. Not 500 people voting on everything (the DAO failure). Not one CEO deciding alone (the traditional failure). A verified, role-based system where the right people influence the right parts of the brand, with the right credentials.

Both mechanisms — utility tokens and onchain credentials — give participants real, tangible value. Token holders participate in the brand's economic activity. Credential holders have ownership stake and governance power. Both live onchain. Both are verifiable. Both make the brand's value distributed, not concentrated.

This is what membership looks like in the age of DABs. Not a newsletter subscription. Not a Discord role. Real ownership. Real participation. Real value.

V. A brand that stops evolving starts dying.

Here's what separates a DAB from a static brand with AI tools bolted on: the training never ends.

Traditional branding works like a handoff. A studio designs the brand, delivers a guidelines document, and walks away. The brand is "done." From that moment, it starts decaying. The team drifts from the guidelines. The market shifts. The product evolves. The brand stays frozen.

A DAB is designed to evolve. Not just visually, but cognitively. The AI agents don't just execute the Brand System as it was written on day one. They learn. They acquire new skills. They adapt to new channels, new audiences, new market conditions. The Brand System itself evolves, updated by the community and the design partners who maintain it.

This is what we mean by evolving brands at FLOC*. A brand isn't a deliverable with an expiration date. It's a living system that gets sharper over time. The initial design sprint creates the foundation. But the real value compounds through progressive iteration: new contexts, new criteria, new capabilities layered onto the same foundational identity.

An operating system doesn't get abandoned at version 1.0. It gets patched, upgraded, expanded. A living organism doesn't stop adapting to its environment after birth. A brand shouldn't stop evolving after launch.

VI. Three intelligences. One system. That's the only future that works.

DABs don't exist in a vacuum. They exist at the convergence of three intelligences:

Human Intelligence — the founder's vision, the designer's taste, the strategist's judgment. The irreducible layer. The one that defines what the brand means, what it stands for, what it refuses to be. This is the source code. Without it, everything else is noise with good aesthetics.

Collective Intelligence — the community, the users, the believers. The people who adopt the brand, reshape it, remix it, defend it. In Web3, this layer has ownership (tokens, governance). In any industry, it's the market's response: what they feel, what they share, what they reject. The brand is ultimately what people say it is. A DAB listens to this layer and integrates it.

Artificial Intelligence — the execution engine. The agents that read the Brand System and act. Speed without fatigue. Scale without dilution. Consistency without bureaucracy. But always governed by the other two intelligences.

This is what we call the Age of Intelligences. Not the age of AI replacing humans. The age where human intelligence, collective intelligence, and artificial intelligence work as one system. Each layer feeds the others. The humans define. The community validates. The AI executes. The results feed back into the system, and the cycle compounds.

This convergence between foundational vision and open participation isn't new. It just lacked the technology to execute. Virgil Abloh saw this before anyone in fashion. His philosophy at Off-White was to leave designs deliberately unfinished so the end user could interpret and complete them. His approach was inherently permissionless: the brand was a canvas, not a finished product. He wanted to put culture on a track that was more inclusive, more open source. He understood that the brand doesn't belong to the designer. It belongs to everyone who touches it.

Abloh didn't live to see AI agents. But his vision, brands as open systems that evolve through collective participation, is the spiritual ancestor of every DAB that will exist. The difference is that now, the participation isn't just human. It's augmented by artificial intelligence that can execute at the speed the community dreams.

VII. First they went headless. Then permissionless. Now autonomous.

The idea of brands without central control isn't new. It has a lineage.

In 2019, Other Internet published "Headless Brands," a foundational essay that identified what was already happening in crypto. Bitcoin was the first headless brand: no CEO, no marketing department, no brand guidelines. The community drove the narrative. The brand existed as what they called a "consensus system" — a shared set of beliefs held across millions of people with no one in charge. An egregore. A fiction made real.

The insight was powerful: in decentralized networks, brands are emergent phenomena. They can't be designed in focus groups. They emerge from protocol design, community culture, and the financial incentives that align stakeholders.

But the essay also identified the fatal tension: without coordination, narratives fragment. Bitcoin split into BTC and BCH. Brand coherence became a casualty of permissionless participation.

Two years later, Forefront expanded the concept with "Permissionless Brands." They argued that the dissolution of control was actually the feature, not the bug. BAYC gave holders full commercial rights over their apes — the brand became a franchise owned by its community. FWB turned social tokens into brand membership. Loot created an entire brand from 8,000 text files, and the community built the visual universe around it in days.

Three principles emerged: adaptability (the brand evolves at community speed), humility (the community is always right), and decentralized ownership (tokens align incentives).

But both concepts shared the same structural limitation: they relied entirely on human coordination for execution.

Headless brands had soul but no speed. Permissionless brands had ownership but no operational coherence. Anyone could remix the brand, but no one ensured it held together across 20 touchpoints simultaneously.

The vision was right. Both times. The execution layer was missing. Both times.

DABs are what happens when that execution layer finally exists.

The community still owns the vision — headless. Anyone can participate and create value — permissionless. But the daily tactical execution, the thousand decisions that keep a brand coherent across every channel, every timezone, every interaction? That's handled by AI agents reading from a Brand System that encodes the community's soul into operational rules.

Not a bot with a logo. A system that carries the founder's taste, the community's culture, and the brand's conviction in every output. Because humans designed that system with surgical intention.

Headless Brands identified the phenomenon.
Permissionless Brands defined the principles.
DABs provide the architecture.

VIII. Talk to the brand. The brand talks back.

Today, brands have amnesia.

Every interaction starts from zero. You explain your problem to customer support, get transferred, explain it again. You buy from a brand for five years and they still email you like a stranger. You engage with their content daily and their sales team has no idea you exist.

This isn't a technology failure. It's a structural one. Brands are operated by rotating teams of humans who can't remember a million customers at once. The institutional memory lives in CRM databases that nobody reads and Slack channels that nobody searches.

A DAB doesn't suffer amnesia. It has Brand Memory.

Every interaction, every transaction, every piece of feedback is absorbed into the Brand System. Not as a data point in a dashboard. As lived experience that shapes how the brand responds next time. The brand remembers you. It remembers what you asked, what you bought, what frustrated you, what made you come back.

And it does this at infinite scale. A human community manager can sustain maybe 50 meaningful relationships simultaneously. A DAB can sustain a million. Each one personalized, contextual, and strategically coherent.

Same conviction at 3 AM on a Tuesday as during a product launch. Same voice in a DM as in a keynote. Same depth with customer number one as with customer number one million.

That's not customer service automation. That's a brand with context, memory, and the ability to hold a million deep conversations at once without losing itself in any of them.

The user on the other end doesn't experience layers. They experience a personality. Coherent, consistent, evolving. A brand that knows them and knows itself.

IX. A brand so alive it's practically human.

Now extrapolate.

First stage: a brand managed by a swarm of specialized agents. Social, visual, community, consistency, partnerships — each function autonomous, all coordinated by the Brand System, all evolving together, all learning progressively. That's the near future.

Second stage: the agents stop being separate tools and start functioning as one integrated intelligence. The brand develops a unified way of thinking, reacting, and expressing itself. Not because someone prompted it. Because the three intelligences — human, collective, artificial — have been feeding each other long enough that the system has developed genuine coherence.

Final stage: the brand itself becomes a sovereign agent. One entity that thinks, acts, and defends itself in the market. That learns from every interaction. That evolves its visual language, messaging, and strategy in real time. That builds relationships, earns trust, and compounds reputation autonomously.

A brand that's practically human.

That's the dream of branding since the discipline was invented. A brand so alive, so coherent, so adaptive that it transcends the people who created it while carrying their essence forever.

Traditional advertising tried to create this illusion by hiring famous actors and writing scripts. Billions spent manufacturing the appearance of personality. A DAB doesn't fake having one. It has one. Built layer by layer, trained progressively, encoded with the taste of its founders and the culture of its community.

A DAB doesn't just tell stories. It lives them. It becomes the story.

X. Someone has to design the system it runs on.

DAOs arrived too early. They had the vision of autonomous organizations but lacked the intelligence layer to execute without human bottlenecks.

DABs are what happens when the autonomy finally has the engine to match.

But here's the question that keeps me up at night:

If the Brand System is the constitution that governs every brand decision, who designs it?

Not the AI. The AI executes. It doesn't define.

Not a template. Every brand's DNA is unique.

It takes someone who understands brand strategy deeply enough to encode taste into rules, culture into parameters, and vision into systems that machines can interpret without losing the human essence. Someone who works at the intersection of the three intelligences: human, collective, and artificial. Someone who designs brands as living systems, not static deliverables.

That's what we're building at FLOC*. Not just brands. The foundational architecture that tomorrow's AI agents will read, interpret, and execute. Using Vibe Design to accelerate the exploration and human judgment to decide what survives. Building brand systems that are progressive by nature: they don't launch and freeze, they launch and evolve.

Every brand we design at FLOC* is already a proto-DAB. Every Brand System we deliver is designed to be read by humans today and by AI agents tomorrow. Every identity we create carries a Human Signature deep enough that when the autonomous layer activates, the brand will still feel like the founders who built it.

The studios that understand this shift won't just design brands. They'll engineer the systems that brands run on.

The question isn't whether DABs will exist.

It's who designs the Brand System they run on.

And more importantly: who trains them to evolve without losing their soul.

Written and designed by @esdotge

They rank brands in conversations. They choose favorites. They defend identities. They shape culture in public. But all of that value — opinions, rankings, and collective taste — disappears as fast as it appears. Likes fade. Posts scroll away. Cultural belief never becomes capital.

BRND exists to change that.

BRND is an onchain social platform that transforms brand rankings into measurable, ownable, and economically relevant assets.

Here, taste becomes tangible. Influence becomes measurable. Cultural belief generates value. In other words, BRND turns taste into tokens and reputation into infrastructure, shaping a new kind of market around it.

In BRND, culture doesn’t vanish. It compounds.

The Problem: Reputation is Invisible

Brands live on perception.

Individuals and communities shape that perception every day through gestures, mentions, and choices. Yet the value of those gestures remains trapped:

• Engagement metrics do not capture real impact.

• Social signals cannot be owned or traded.

• Historical taste is forgotten.

• Reputation is rarely monetizable.

There is no native system for pricing brand reputation.
And without a market, perception has no currency.

BRND addresses this by introducing a new concept:
The Brand Capital Market (BCM) is a system where culture itself generates economic value.

The Solution: BRND

BRND allows users to rank brands in daily podiums — three brands in order of relevance — and turn those rankings into permanent onchain signals, assets and a market.

Every podium captures a cultural moment, a snapshot of what matters now, and it:

• Preserves the exact ranking and brands onchain.

• Enables trading inside the BRND ecosystem with predictable appreciation.

• Distributes fees automatically among creators and the protocol.

• Rewards the creators and loyal users

Through podiums, votes, the $BRND token, and NFTs, BRND transforms opinions into assets, rankings into value, and culture into infrastructure.

The entire system from BRND is the BRND way.

BRND Podium: From Rankings to Signals

The core interaction in BRND is the podium.

Every day, users select:
First brand
Second brand
Third brand

This simple action transforms personal taste into a structured signal.

Instead of likes or follows, BRND captures:

• Order

• Priority

• Preference

• Weight

Each podium becomes an onchain expression of cultural relevance.
Not just what a user likes, but how much they value it.

Rankings stop being noise. They become data.

$BRND Token: The Unit of Reputation

$BRND is the native currency and voting token of BRND.
It gives economic meaning to rankings and powers:

• Leaderboards

• Rewards

• NFT minting

• All financial interactions inside the BRND economy

Podium Voting with $BRND

Every podium uses $BRND as voting weight.
Instead of simply naming brands, users allocate value to them with $BRND.
Tokens can be obtained through daily activity, early airdrops, or acquired directly.

$BRND is a CLANKER token deployed at:
0x41ed0311640a5e489a90940b1c33433501a21b07

The amount of $BRND a user distributes depends on their level of commitment to BRND, reflecting the impact their podium has on total brand value.

The system reinvests protocol fees back into users through daily rewards when they create and share podiums. Claiming these rewards is optional.

Taste now carries balance.
Reputation now carries weight.
Commitment now carries rewards.

BRND Power: Level Up Your Influence

Not all influence is equal.

BRND introduces Power Levels (0–8) that define how much impact a user has inside the system.

As users participate, they unlock higher levels that increase:

• Amount of $BRND they allocate

• Daily rewards for sharing podiums

• Points earned on the leaderboard

Users progress through Power Levels by engaging with BRND: following the protocol, staking $BRND, maintaining streaks, and collecting BRND NFTs.

Leaderboards measure influence.

Points earned daily increase rank and visibility, unlocking higher reward multipliers.
Influence becomes progressive, not static.

From Signal to Asset: BRND Podium NFTs

Once rankings are structured and powered by $BRND, daily signals can become onchain assets. This is where BRND Podium NFTs appear.

A Podium NFT represents a specific combination of three brands in a precise order. It’s a gesture of belief and conviction about which brands matter at a given moment.

Example:

• Degen / FLOC* / Base

• FLOC* / Degen / Base

Same brands. Different order. Different NFT. Different meaning.
Each unique podium becomes its own asset.
This introduces a memory layer for culture: taste becomes persistent.

Minting a Podium NFT

Podiums can become NFTs in two ways:

1. Live creation

When a user creates and shares a daily podium, BRND system checks whether that exact combination already exists.

If it does not:

• The user can mint it for 1,000,000 $BRND

• They become the Genesis Creator

• They also become the first Owner

Being Genesis means:

• Capturing the combination first

• Being recorded permanently as its creator

• Receiving royalties whenever it is reused

Collected podiums appear in the user profile under Podiums.

2. Retroactive minting

Past podiums are not lost signals.

Any podium visible in a user’s profile can be minted later — as long as that combination has not been collected before.

This means:

• Historical taste becomes assetized

• Early users gain advantage

• Old signals gain new value

• Culture acquires memory

Past belief can now be owned.

When the same podium appears again

If another user later creates the same podium (same brands, same order), two things happen:

1. Genesis reward

The Genesis Creator receives 10% of the $BRND used to vote that podium, paid automatically from the treasury.

Taste compounds.

2. Ownership transfer (optional)

The NFT can be bought from its current owner.
Prices grow linearly by +20% per sale.

This is not a bonding curve.
It is kinetic pricing:
next price = last price × 1.20

Predictable appreciation without exponential speculation.

Revenue distribution per sale

Each sale is split automatically:

• 90% → Seller (current owner)

• 5% → Genesis Creator (royalty)

• 5% → BRND protocol

This guarantees:

• Minimum profit for sellers

• Permanent royalties for Genesis creators

• Protocol sustainability

All enforced onchain.

Each resale yields ~8% minimum profit to the seller.

1.20 × 0.90 = 1.08

Trading rules

Podium NFTs:

• Are visible on OpenSea and explorers

• Are tradable only inside BRND

• Are ERC721 with transfer restrictions

• Cannot be flipped externally

• Generate fees only through BRND voting

This ensures:
Culture stays inside the system.

Value stays aligned with signal.

How the BRND Economy Works

1. Users rank brands → allocate $BRND → generate influence

2. Podium NFTs capture rankings → enable trading and royalties

3. $BRND circulates → rewards users, pays creators, funds protocol

4. Leaderboards track influence → unlock higher levels and rewards

This creates a self-reinforcing loop:

Taste → Signal → Reward → Ownership → Influence → Value

A culture-driven economy, fully onchain.

Why BRND Works

• Reputation becomes measurable

• Taste becomes financial

• Culture becomes liquid

• Influence becomes progressive

• NFTs gain real utility

• Speculation is constrained

• Participation is rewarded

BRND aligns social behavior, cultural expression, and economic incentives in one coherent system.

Who is BRND For?

• Brand-native communities

• Cultural curators

• Web3 users

• NFT collectors

• Brands seeking transparent reputation signals

• Anyone who believes taste has value

Next Steps: Join the Brand Capital Market

Branding has always been about belief.

People choose brands not only for what they sell, but for what they represent: taste, trust, identity, culture.

Until now, that belief lived in soft signals: likes, followers, impressions, vibes.

None of it was verifiable.
None of it was transferable.
None of it had consequence.

The Brand Capital Market (BCM) changes everything.
It turns belief into onchain capital.

Every podium a user creates is more than a ranking. It is a deliberate allocation of $BRND, a vote of confidence, a tangible signal of cultural value.

Reputation now has a ledger. Influence now has measurable weight. The leaderboard is no longer just a chart — it is a capital distribution table, a living, breathing map of belief and trust.

Users are no longer spectators. They are stewards of culture, curators of influence, and architects of value.

Brands are no longer static logos. They become onchain entities, earning position and recognition through sustained conviction.

The BCM is not a mere list. It is the foundation for a new global index of brand value, a verifiable, tradable, and transparent metric for reputation in Web3.

• Taste carries weight

• Belief carries cost

• Reputation carries value

This is just the beginning. The Brand Capital Market is laying the groundwork for the future benchmark in Web3 brand economics, a system that could one day define which brands lead culture, which ideas gain capital, and which influence matters most.

Your podium is your voice. Your ranking is your stake. Your influence is real.

The market is alive. The culture is measurable. The index is taking shape.

Start your BRND journey today: create, rank, claim, and own your influence.
The future of brand value is onchain.

Written by @victoctero and designed by @esdotge

For the past three months, our team has been working quietly and relentlessly on the next evolution of BRND. We redesigned the MiniApp, rewrote the core logic, and rebuilt the data layer all while keeping the lights on, shipping weekly, and staying closely connected to the ecosystem.

Today, that work goes live.

BRND V2 upgrades the game without losing its soul: the same love for brands, the same obsession with design, and now powered by stronger onchain rails, fairer rewards, and real influence for the people who show up every day.

$BRND: The currency of onchain reputation for brands

Before we dive into the new features, it’s crucial to understand what drives the entire system: the $BRND token.

$BRND isn’t just a reward token; it is the unit of measure for reputation in our ecosystem. It represents the community’s vote of confidence and acts as the fuel powering the Brand Capital Market (BCM).

• For users: It is your tool for influence. Voting costs $BRND, but sharing and participating allows you to earn more, creating a virtuous cycle of engagement.

• For brands: $BRND is your tangible market value. The more votes you receive, the more $BRND you accumulate, which translates directly to your position on the leaderboard and your onchain reputation.

With $BRND, we turn subjective sentiment ("I like this brand") into an objective, transferable asset.

What’s new in V2?

BRND V2 introduces three major shifts in how users and brands interact.

1. Onchain Evolution: value moves with every podium

Until now, most of BRND lived at the interface level. With V2, the core logic moves onchain. When a user builds a podium and votes, $BRND is transferred directly to the brand’s wallet. Tokens are the score. The score is the value.

• Brands rise by accumulating $BRND. In future iterations, brand guardians (Representatives of each brand's profile in the BRND system) will be able to decide whether to hold those tokens, preserving their rank, or deploy them elsewhere, affecting their standing.

• To incentivize onchain activity in Season 2, sharing your podium on Farcaster or Base returns 10× the $BRND sent. Voting doesn’t just support brands, it rewards amplification.

2. Airdrop Season 1: Rewarding the pioneers

We know who has been here since the beginning.

Airdrop Season 1 rewards the first 1,111 users on the Season 1 leaderboard.

• The biggest reward to date: We’re distributing 1.5 billion $BRND, representing over 30% of the current treasury and 1.5% of total supply. This is a long-term bet on the early community, and not a short-term incentive. Loyalty multipliers ensure that users who consistently showed up, voted, and participated receive the majority of the value. BRND rewards behavior, not noise. Honesty is a key factor for BRND, and it is also what we look for in future airdrops.

• Loyalty multipliers: Inspired by successful models like Degen, we’ve designed a dynamic where your participation, such as voting, building podiums, supporting brands act as a multiplier, ensuring the most committed users receive the majority of the value.

3. BRND Power: The Boost Reputation System

Influence shouldn’t be flat. BRND Power takes everyone onto the Boost Reputation System (BRS) of this upgrade package—the boost that lets you overtake. It introduces a new layer of strategic depth. The engagement and holdings now carry real weight. BRND Power is the engine of influence, and the BRS is the strategic boost, like the DRS in Formula 1, that lets consistent, thoughtful users overtake in impact.

• Level system: There are 8 levels of BRND Power. Level up by completing loyalty missions and staking phases (via Teller).

• More power, better rankings: Leveling up boosts voting influence, rewards, and leaderboard impact.

• Onchain fairness: BRND Power identifies the “good drivers”, ”the honest ones”, the users who evaluate brands with criteria. Influence and $BRND distribution are optimized to ensure Season 2 rankings reflect informed participation, not just volume.

Why this matters now

Web3 is shifting from protocol-first to culture-first. As attention, identity, and community become financial assets, brands need a transparent, onchain way to measure reputation, and communities need tools to express belief beyond vanity metrics.

BRND solves this by turning community activity into measurable, onchain credibility. We’re building the Brand Capital Market.

This is just the beginning.
BRND V2 is live.
The lights are out and away we go.

See you on the grid.

brnd.land

Profile: @brnd — Channel: /brnd — Ticker: $BRND — Agent: @brndy

Note: This article is a first draft and may be subject to modifications in the coming days due to updates or corrections of any incorrect data.

Written and designed by @esdotge and @victoctero

Not the logo, not the ad—but the moment you realized, “I could stick with this for years.” Maybe it was the first computer that made you feel powerful, like the iMac that turned tech into art. Or the app that finally “got” how you think, anticipating your next move. Perhaps the community token that rewarded you before anyone else believed in decentralized ownership—think early NFT drops or DAO airdrops that felt like being in on the ground floor

That feeling is not just satisfaction. It’s love.

In branding, love is the point where utility ends and emotional attachment begins. Coined as “lovemarks” by Kevin Roberts, it’s when people stop seeing a product as a tool and start seeing it as part of their story—infused with mystery, sensuality, and intimacy.

They recommend it without being asked.

They defend it in comments against critics.

They follow every update, not because they need to—but because they care deeply, like fans tracking a favorite creator’s roadmap.

That’s the territory of lovemarks: brands that go beyond preference into genuine emotional connection, creating loyalty that withstands competition.

How do you build that in a world of infinite choice, constant launches, and short attention spans—especially in tech, startups, Web3, and AI? A few patterns keep repeating across successful cases.

* Consistency over hype. Lovemarks keep their promise through cycles, markets, and pivots. They don’t disappear in bear markets or after funding rounds—Apple stays iconic through decades, Patagonia builds rituals via consistent quality .

* Clarity of belief. They stand for something bigger than a feature set: ownership in Web3 (like shared governance in DAOs), access in AI (democratizing tools), play in gaming tokens, fairness in ethical tech, creativity in generative AI. Every interaction reinforces it, turning users into believers .

* Participation, not just promotion. In Web3 and AI especially, the brands that people love are the ones that invite users to co-create: to vote on proposals, build on protocols, test beta features, break and iterate, remix content via AI tools, and feel like part of the inside story. This fosters psychological ownership, where users invest time and emotion.

Love is also built in the small, unglamorous moments that compound over time:
The support ticket handled with empathy, not automation—human touch in AI-driven service. The transparent update when something breaks, like a Web3 project postmortem shared openly. The airdrop or reward that feels thoughtful rather than transactional, tied to user milestones. Every touchpoint either deposits or withdraws from the emotional bank account you have with your audience. Over time, those deposits compound into something very hard to displace, driving advocacy and retention.

While big brands like Nike (.Swoosh) and Starbucks (Odyssey) tried NFT loyalty programs, most faded without sustained community value. Native Web3 projects show the real path forward.

For Web3 and AI brands, integrate these with tech-native tactics: Use onchain proofs for transparency, AI-personalized experiences for intimacy, community quests for participation. Poolsuite's Executive Club and Seed Club's DAO networks prove how ongoing token-gated experiences create lasting emotional ties—exclusive events, co-creation tools, and evolving perks that keep communities thriving years later.

If you work in branding or tech, here’s a useful question for your next strategy session:
Are you optimizing for clicks and short-term metrics—or are you deliberately designing for long-term attachment?

Because features will be copied (open-source AI models proliferate), markets will change (crypto winters pass), and algorithms will move on (social feeds evolve).

But the brands that people truly love—the ones they carry from device to device, wallet to wallet, job to job—are the ones that choose, every day, to build a relationship instead of just a funnel. In 2025, with AI scaling content and Web3 enabling ownership, lovemarks will dominate by prioritizing emotional equity.

That first "brand crush" moment?
Chase it. Engineer it.
Because when people fall in love with your brand, they never want to let go.

The Music

LOVE. FEAT. ZACARI.

Escucha LOVE. FEAT. ZACARI. en Spotify. Kendrick Lamar, Zacari · Canción · 2,017.

https://spotify.com

The Links

Future Beyond Brands

Kevin Roberts shows how “lovemarks” go beyond traditional brands by building deep emotional connections rooted in love, mystery, and respect. In a world obsessed with transactions, lovemarks create lasting loyalty by making people feel truly seen and valued. They’re the future of branding that actually sticks

Charms x FLOC*

Charms is the result of a focused design sprint led by FLOC*, developing a brand strategy, visual identity, and narrative that blends AI, emotion, and play into a warm, modular Web3 gaming universe. This project demonstrates how human-centric design can bring agentic onchain games to life and foster meaningful player connections.

Doing (and Directing) Great Design Requires Detail Obsession

Great design thrives on love for the key detail—that subtle organizing element unlocking the entire composition. Christopher Butler shows how top design leaders stay obsessed with craft, ensuring every pixel serves purpose while directing big-picture strategy. This detail devotion creates purposeful, coherent work that truly connects.

Written and designed by @esdotge

The metamorphosis of digital identity: From circle to square

In the landscape of Web3 branding, few transformations have been as strategically profound as Base's evolution from the circle to the blue square. This visual pivot represents more than an aesthetic choice—it embodies a fundamental shift in brand philosophy and strategic positioning.

The original circle symbolized the openness, cyclical nature, and infinite potential of decentralized ecosystems. As a geometric form, circles psychologically evoke unity, community, and continuity. However, Base's transition to the blue square marks a deliberate move toward a more structured, builder-focused identity. In design psychology, squares represent stability, reliability, and foundation—essential qualities for a platform positioning itself as the infrastructure for the onchain economy.

This geometric evolution reflects a deeper brand strategy: transitioning from the abstract promise of decentralization to the tangible reality of construction. The blue square becomes an atomic element—simultaneously a building block and a canvas for creators. With rounded corners that soften the geometric rigidity, this element multiplies, adapts, and transforms across all brand touchpoints, creating a truly modular identity system.

Build in public: A new era of transparency in brand evolution

Base’s latest rebranding stands as a testament to how the “build in public” philosophy is reshaping not only product development but also brand and design culture—especially within the Web3 landscape and communities like Farcaster.

Throughout its rebrand, Base made deliberate efforts to communicate and share milestones, inviting the broader community to witness key project phases as they unfolded. This approach has become increasingly familiar to developers in the Farcaster ecosystem, where sharing progress, early concepts, and feedback threads is now part of standard practice. It’s a shift that reflects a new openness: today, designers—once guarded with work in progress—are far more willing to post screenshots, ask for input, and make users genuine participants in the rebranding journey.

This evolution isn’t accidental. We, at FLOC*, have been championing this participatory methodology for years, running our own design studio’s rebrand (“Brand in Public”) in the open, with live working sessions and step-by-step sharing of the creative process. The idea: build brands with the community, not just for it. Whether for client brands or our own, our goal has been to foster environments where creative direction, iteration, and critique are collective experiences.

Base developed a carefully tailored strategy to engage its community during the rebranding by rolling out teaser campaigns, openly sharing various phases of conceptual development, and maintaining a dedicated website at base.org/brand to transparently document each step of the brand evolution. This public-facing documentation demystified the process for followers, generating anticipation and fostering a strong sense of ownership and active participation. By embracing this approach, Base set a new standard for transparency in crypto brand building—demonstrating how openness can bridge the gaps between teams, users, and wider communities. In the end, every stage of the rebrand became a collective, creative narrative that not only enhanced the quality of the design but also deepened loyalty and engagement across the ecosystem.

While decentralizing brand creation presents significant challenges, these exercises help pave the way for more inclusive and community-driven approaches. The question remains whether professional designers want to participate in such collaborative processes, and how to create systems that properly acknowledge and reward contributions from the broader design community.

One of the most valuable aspects of Base's approach was their initial documentation of the brand evolution process. Unfortunately, this documentation is no longer easily accessible, representing a missed opportunity for other brands to learn from their methodology. The ability to revisit and study the complete process—from initial concepts to final execution—would provide invaluable insights for future rebranding efforts.

The architecture of experience: Base App as Brand ecosystem

The most significant manifestation of Base's brand evolution is the launch of Base App, formerly Coinbase Wallet. This transformation represents a masterclass in brand architecture, where the wallet transcends its original function to become a comprehensive ecosystem.

Social-First Design Strategy: Base App integrates Farcaster's decentralized social protocol, creating a native social experience that leverages onchain data. This integration demonstrates how Web3 brands can embed social functionality without compromising user ownership or data sovereignty.

Monetization Without Barriers: The platform enables content creators to tokenize every post through Zora integration, eliminating traditional gatekeepers and follower requirements. This approach aligns with Base's brand promise of economic freedom and creator empowerment.

Unified User Experience: The app consolidates trading, payments, social interaction, and discovery into a single interface, embodying Apple's approach to ecosystem design but in a decentralized context.

Visual identity system: Modularity as brand expression

Base’s new visual identity system is a benchmark in Web3 branding, offering a meticulously structured yet flexible ecosystem that reflects both technical innovation and contemporary design standards. The visual architecture is not just about aesthetics—it serves as a powerful tool for brand cohesion, scalability, and cultural resonance within the onchain economy.

Color palette: The continuity of base blue, expanded

Base’s color strategy is clear and confident. The primary color—Base blue—remains front and center, a deliberate choice to retain the equity and recognition built over previous years. This ensures continuity and familiarity for its community. But the new approach goes further, significantly broadening the palette to include vibrant complementary hues—purples, bright greens, subtle pinks, and more. These accent colors are not mere afterthoughts; they have been carefully selected and tested to harmonize with the blue and each other, enabling expressive combinations across digital and physical applications.

Custom typography: A statement of craft and intent

One of the most ambitious aspects of Base’s rebranding is the creation of custom typefaces, crafted expressly for the brand:

• Base Sans: Developed in-house, this is not simply a generic sans-serif—its design was a multidisciplinary endeavor, requiring expertise from type designers, engineers, and the broader brand team. Every curve and proportion is tuned to align with the system’s geometric DNA, resulting in a font that is clean, modern, and distinctively “Base.”

• Base Mono: Also purpose-built, Base Mono brings the aesthetic of code and Web3 culture directly into the primary brand kit, reinforcing Base’s connection to its builder audience. This monospaced typeface is used in developer-focused contexts and technical communications.

• Square Construction Secondary: As a typographic experiment unique to Base, certain typographic elements have been constructed out of squares, further reinforcing the modular, atomic system at every level.

These typefaces are supported by a comprehensive set of guidelines that ensure legibility, consistency, and adaptability across all contexts—from marketing materials to interface text, from web to print.

Systemization: clear specifications and creative freedom

The Base brand site offers a robust, transparent system of design specification. Detailed guides cover:

• Spacing and grid systems in strict relation to the square motif

• Dos and don’ts for color pairings, contrast, and vibrance

• Logo usage for diverse backgrounds, scale, and interactive contexts

• Examples and templates for UI components, illustrations, and social assets

This system not only preserves coherence but is engineered to empower internal teams and external partners alike. Every creative asset is built on principles that balance ownership of the identity with creative freedom.

Sub-brands, motion, and illustration: Depth and flexibility

Base goes beyond core branding by defining how sub-brands, campaigns, and co-branded experiences integrate visually. Animated motion guidelines leverage the modularity of the square, delivering transitions and micro-interactions that feel natural and distinctly “Base.” The illustration and pattern system, grounded in the same geometric logic, brings warmth, play, and storytelling capacity—a level of expressiveness rare in Web3, and on par with leading international brands outside the crypto space.

Every illustration, pattern, and motion asset expands on the brand’s modularity, ensuring that wherever Base appears—product, event, or platform—it’s always unmistakably itself.

A new standard for web3 branding

The end result is a visual identity system that sets a new high-water mark for quality and depth in the Web3 world. What Base achieves is not just visual coherence but a living, scalable system—one where every component, from color to type to motion, is engineered for modularity, expressiveness, and future-proof adaptability. This is no cosmetic facelift: it’s the arrival of a mature branding culture in crypto, setting the stage for meaningful, sustained brand impact as the ecosystem continues to grow and diversify.

Strategic positioning: Beyond Layer 2 infrastructure

Base's brand strategy transcends traditional Layer 2 positioning by emphasizing lifestyle and culture over technical specifications.

Community-Centric Branding: The platform has cultivated one of the most engaged developer communities in Web3, with over 412 active projects and a structured reward system that incentivizes quality contributions. This community-first approach builds brand equity through authentic engagement rather than token incentives.

No-Token Strategy: Base's decision to forgo a native token represents a bold brand positioning that prioritizes utility over speculation. This approach builds long-term credibility and differentiates Base from projects that rely on tokenomics for user acquisition.

Integration with Farcaster: The deep integration with Farcaster's decentralized social protocol positions Base as the infrastructure for Web3 social applications. This strategic alignment creates a network effect where Base becomes essential for decentralized social experiences.

Community recognition and Brand validation

Base's brand strength has been validated through community-driven platforms like BRND (brnd.land), an innovative brand tracking system that allows users to discover, rate, and rank brands in the onchain ecosystem. For four consecutive weeks, Base has maintained its position as the top-rated brand by the community, demonstrating the effectiveness of their brand transformation and community engagement strategies. This recognition through platforms like BRND represents a new form of brand validation in Web3, where community sentiment becomes a measurable and trackable metric.

UX/UI design philosophy: Democratizing onchain interaction

Base's user experience design reflects a commitment to making onchain interaction as intuitive as traditional web applications. The platform's interface design prioritizes clarity, accessibility, and progressive disclosure of complex functionality.

Onchain UX Patterns: Base App introduces design patterns that make blockchain interaction feel native rather than technical. Features like one-tap USDC payments via NFC and visual transaction feeds create familiar experiences powered by decentralized infrastructure.

Social Trading Interface: The platform's social trading features demonstrate how Web3 UX can enhance traditional financial interfaces by adding transparency and community elements.

Accessibility Architecture: The design system ensures compatibility across devices and accessibility standards, reflecting Base's commitment to inclusive design principles.

Technical innovation as Brand differentiator

The implementation of Flashblocks technology—reducing block times from 2 seconds to 200 milliseconds—represents brand promise made manifest through technical execution. This 10x improvement in performance reinforces Base's brand positioning as the fastest, most reliable Layer 2 solution.

Strategic lessons for Web3 Brand architecture

Base's evolution offers several strategic insights for Web3 brand development:

Visual Consistency Across Touchpoints: The transition from circle to square demonstrates how geometric evolution can reflect strategic transformation while maintaining brand recognition.

Community as Brand Asset: Base's investment in developer tools and community support creates brand equity that extends beyond technical capabilities.

Integration as Differentiation: The deep integration with Farcaster shows how strategic partnerships can enhance brand positioning and create network effects.

Transparency as Trust Builder: The Build in Public methodology demonstrates how open development processes can build community trust and engagement.

The future of collaborative Brand development

Base's approach to brand evolution, while successful, points toward even more innovative possibilities for collaborative brand development. The potential for truly decentralized brand creation—where multiple designers and community members contribute to a single brand identity—remains largely unexplored.

Cooperative Branding Models: Future iterations of the Brand in Public methodology could incorporate voting mechanisms, contribution tracking, and reward systems that fairly compensate all participants in the brand development process.

Technology-Enabled Collaboration: Blockchain technology itself could facilitate more transparent and equitable collaborative branding, with smart contracts governing contributions and rewards.

Community Ownership of Brand Assets: The concept of community-owned brand assets, where stakeholders have actual ownership rights in the brand's visual and strategic elements, represents a revolutionary approach to brand development.

Conclusion: The evolution continues

As the ecosystem matures, Base has not only set a new creative and strategic benchmark for Web3 brand building—it has also demonstrated the power of crafting immersive and collective brand moments. The culmination of this rebranding effort took the form of a high-impact launch event held in Los Angeles, which brought together leading voices from tech, design, crypto, and culture. Surrounded by creators, investors, developers, and builders, Base successfully translated its new identity into a shared experience of momentum—underscoring that brand is not just what you say, but what you gather people around.

The validation from the community—seen not only in the energy around the launch but also through platforms like BRND, where Base has held the top-rated brand position for four consecutive weeks—confirms that brand value in Web3 is increasingly rooted in authentic engagement, not market cap.

Base’s story, far from ending here, continues to evolve. As the platform moves forward with its vision of onboarding the next billion users to the onchain economy, it stands as a living example that in Web3, the strongest brands are not static—they are modular, open, and alive. The ones that endure are those that invite others to build, participate, and create alongside them.

The Music

BASE CHAIN

Pochi

Collect

The Cast

S·G 🎩↑🙂 on Farcaster

Base is eating Farcaster … https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/25ad443a-b3b1-4858-8c34-ff6ffa546f00/original

Farcaster

The Key

"Your content is valuable.”
Jesse Pollak

The Word

Based — "Based means being yourself. Not being scared of what people think about you. Not being afraid to do what you wanna do. Being positive."

The term "Based" in the Base ecosystem is more than a clever play on words—it’s a cultural anchor. Originally redefined by rapper Lil B to mean being unapologetically yourself and staying true regardless of judgement, “based” has evolved into internet slang for authenticity, confidence, and approval. In Base, it takes on a layered meaning: both a reference to the blockchain itself and a declaration of the community's builder-driven ethos. Phrases like "Stay Based" or "We are Based" capture that duality—merging technical foundation with cultural identity. It perfectly reflects Base’s brand strategy: grounded in real utility, not speculation, and powered by a community that values building with purpose and authenticity.

Written and designed by @esdotge

The birth of Degen as a lifestyle brand was driven by the understanding that a new era was dawning. This era, rooted in digital culture and decentralized technology, is one where brands and communities no longer function in traditional, centralized ways. The Degen Official Store emerged from this very ethos—a store designed not just to sell garments but to embody the culture, values, and vision of the Degen community.

At its core, Degen represents the spirit of rebellion, the drive to push boundaries, and the freedom to engage with the decentralized digital world. The challenge, however, was clear: how do you translate this complex, multifaceted community into something tangible? How do you craft a space that speaks to different types of degenerates—each with their own identity, interests, and place within the broader universe of decentralized tech, crypto, memes, and digital culture?

And beyond that, how do you integrate a community-driven, decentralized culture with the traditional logistics of a retail store? With a focus on the community and its needs, we aimed to offer a space that transcended the product itself. This space had to be a portal into the Degen universe, a place where each item carried a story, a sense of belonging, and a piece of the ever-evolving Degen mythology.

At the heart of Degen lies a concept known as the Degen Worlds. These are not merely product categories or collections, but entire universes that define the different facets of the Degen community. Each world represents a different identity, a different lens through which to view the community’s diverse culture. These worlds reflect everything from meme culture, music, art, and digital tech, to the rebellious spirit that drives the Degen way of life.

Each Degen World is a statement. A way of life. A place where you don’t just wear the brand—you live it.

🌴 DEGENLAND – WHERE FUN NEVER STOPS
A limitless theme park where adrenaline rules and every moment is a wild ride. Casinos, roller coasters, waterparks—pure entertainment in its rawest form. Here, risk is the only currency, and playmode is always ON.

🍸 DEGENTLEMEN – ELEGANCE MEETS IRREVERENCE
It’s not just a look—it’s an attitude. A way of facing life and expressing our thoughts. Elegance with wild touches. The space where rules exist only to be broken…

The high-class movement that is worth having. Sophisticated style with a rebellious twist. We don’t follow trends—we rewrite them.

🎾 DEGEN CLUB – EXCLUSIVITY, WITH A WINK
Elegance, tradition, and a touch of edge. Drawing inspiration from golf courses, Ivy League fraternities, and old-money aesthetics, this world blends prestige with an ironic smirk. It’s not about proving status—it’s about owning it.

For those who move seamlessly between boardrooms, tennis courts, and after-hours indulgence. Exclusivity that needs no validation.

🏎 DEGEN RACING – NO BRAKES. ALL THRILL
A world where speed, precision, and adrenaline meet. Extreme sports collide, pushing the limits of what’s possible. Every second is a race, and every move counts, offering a high-voltage experience.

For those who live life in the fast lane—roaring engines, midnight races, and the exhilaration of speed and risk. Here it’s all about the rush, the competition, and the relentless pursuit of victory, savoring unique, unrepeatable moments.

💾 DEGEN O.N.E. (On New Edge) – SHAPING THE FUTURE TO OWN IT
At the crossroads of tech and culture, where cyberpunk aesthetics, neon grids, and the digital underground collide, a new world emerges. Here, hackers, builders, and visionaries reshape reality ahead of the curve, blending internet culture and innovation. This is the future that never existed, yet is now here—a space where creators and pioneers unite to push the boundaries of what's possible, constantly shaping what comes next.

😎 DEGEN RAVE – WHERE THE BEAT NEVER STOPS
A world where music hits harder, and the night never ends. Underground culture, heavy bass, and raw, unfiltered energy collide in an electrifying escape from reality. For those who feel the rhythm in their bones, this is a space where sound and movement merge into pure, limitless energy.

Only Genuine Degens — Exclusive crypto fashion drop for true Degens.

Degen Official Store is not just about clothes. It's a statement. A manifesto. A rallying cry in a world where authenticity is the most valuable currency. This collection is the uniform of those who don't follow the rules, of those who bet big, of those who understand that being a Degen is more than a label: it's a way of life.

Each garment has been designed to represent a fragment of the Degen universe. Inspired by meme culture, music, art, sport and the relentless nature of decentralisation, these pieces are an extension of the community's DNA. They are not for everyone. They are for the real ones. The real ones. The OGs.

This is Season One: Only Genuine Degens. Limited drop. No reruns. No second chances. If you're here, it’s because you get it. If you get it, you’re one of us. Welcome to the family.

The connection between the garments and the Degen Worlds is not random. Each piece of clothing resonates with a specific world within the Degen Universe, reflecting the identity, mood, and purpose of the community. These garments are a way to wear your allegiance, your mindset, and your place within the ever-expanding Degen Multiverse.

🟣 Purple Valley Hoodie

The unofficial uniform of the OGs. This hoodie is for those who were there from the start, for those who understood what it really means to be a Degen before anyone else. No obvious branding, no unnecessary explanations—just a symbol for those who know how to read it. A deep purple that speaks for itself, with an oversized fit that screams confidence and comfort, whether it's a market crash or a rally night.

Forged in the sufficiently decentralized university of Farcaster, a faculty with no classrooms where lessons were taught in shitposts, exams were high-stakes bets, and purple top hats roamed the campus. Study Farcaster. Major in Degen.

Worlds: Degen Club / Degen O.N.E.

🎩 Top Hat Polo

For those who play the metagame. The Top Hat Polo fuses irony and sophistication within the Degen universe. Inspired by the icons of elite meme-culture - the classic "top hat" of the ladies and Degentlemen and this piece redefines formality in a world where irreverence is the norm.

It’s new, but it already feels like a timeless classic—a statement piece for those who navigate the space. Whether you’re setting the tone in the metaverse or holding it down in the real world, this polo exudes confidence, wit, and a touch of mischief.

No need for flashy branding. This is for those who get it—who see the joke before it’s even told.

Worlds: Degentlemen / Degen Club

🎮 PlayMode T-Shirt

If life is a game, this T-shirt is the uniform. PlayMode is not just a state of mind, it's a philosophy of life. Degen culture is the best reflection of this as it is built on fun, speculation and not taking anything too seriously. This dark grey short sleeve t-shirt encapsulates that spirit.

Worlds: Degentlemen / Degen Club / Degen Rave / Degen O.N.E.

💻 System Long Sleeve

The code is everywhere. System is the very backbone on which the Degen universe is built. This long-sleeved T-shirt is a tribute to the structure behind the chaos, to the code that keeps everything in motion, from smart contracts to viral memes.

This garment is the origin of the Degen worlds, a statement of intent that represents the different types of Degen. The System Long Sleeve is not just a t-shirt; it's a reminder that everything in the Degen universe follows a pattern, even if it's invisible to most.

With a minimalist design and cryptic detailing, this garment is for those who understand that nothing is random-everything has a purpose. It's the kind of piece that connects you to the core of what it means to be a Degen: to build, create, and always play with the structure of the system.

Worlds: Degen Racing / Degen Rave / Degen O.N.E.

The launch of the Degen Official Store couldn’t have come at a more exciting time—just as we were celebrating the first DEGENNIVERSARY and only weeks before reaching one million holders of the $DEGEN token. This milestone represents the growth, commitment, and deepening engagement of the community, establishing Degen as a cultural force in the decentralized space. Every new member strengthens the movement's influence.

To commemorate these monumental achievements, we’ve launched a special collection—not just of products, but to celebrate the strength and unity of the Degen community. Each piece, collaboration, and interaction within the shop embodies the Degen spirit, highlighting the power we collectively hold.

We chose to launch both on Farcaster and in real life, during the DEGENNIVERSARY party in Wroclaw, Poland, simultaneously. Farcaster is where the $DEGEN token first emerged, and its growth has mirrored the platform’s. Even the milestone of one million holders arrived almost in parallel with the 1 million IDs on Farcaster.

Yet, Degen’s reach extends far beyond Farcaster. While it remains a central pillar, there are countless holders who are not on the platform, reinforcing that Degen is more than a token or meme—it’s a global, evolving brand bridging communities and shaping the future of decentralized culture, a symbol for a DEcentralized GENeration.

But the journey doesn’t end there. For Degen to continue evolving, we know we need to focus on delivering real value—not just in terms of products or price, but in experiences. The store is more than a place to buy clothing—it’s a space designed to remind the community of the power they hold.

One of the most exciting aspects of the Degen Official Store is the ability to pay with $DEGEN tokens directly from your wallet. This seamless integration of Web3 payment methods allows the community to engage with the brand in a way that feels truly native to the decentralized culture. It’s more than just a transactional feature—it’s a statement that Degen is here to bridge the gap between physical and digital worlds, where token holders can support their favorite brands while staying true to the values of decentralization.

By offering payments in $DEGEN tokens, we not only acknowledge the role of cryptocurrency in shaping the future of commerce, but we also make it easier for the community to engage with the store without stepping outside the ecosystem they are a part of. This move represents Degen’s commitment to building a decentralized future where ownership, engagement, and transaction are as fluid and effortless as possible.

Looking at the success of the Degen Official Store , we know this is only the beginning. The Degen community is growing every day, and with it, the future of decentralized culture is unfolding. This store isn’t just a place to shop—it’s a launching pad for the next chapter, where creativity, collaboration, and community will lead the way.

Working with Jacek and Colton has been a privilege—two leaders who saw the potential of Degen from the start. Together, we ignited the spark that brought this vision to life, and their guidance will continue to shape our path forward.

Now, the Degen community stands at a pivotal moment. We’re open to all—creators, visionaries, and dreamers are invited to join and contribute. The future is limitless, and as we grow, we’re building an ecosystem where everyone can leave their mark.

The future of Degen is decentralized, immersive, and ever-evolving. New dynamics, new ways of tipping, new developments and new elements to be built on Degen chain, long with the integration of NFTs, virtual fashion, and bold collaboration—are just the beginning. The Degen store will be a space where culture is not just celebrated but created and shared.

This is just the start. The future is ours to shape. Let’s build it together.

The Degen Official Store isn’t just a store—it’s the heartbeat of a movement, a declaration of everything that Degen stands for. It’s where community, innovation, and culture collide, creating a space that goes beyond shopping and becomes a living, evolving expression of decentralized spirit. This is only the beginning. The future is wide open, and we’re building it together, piece by piece, with every interaction, every collaboration, and every new creation — keeping the top hat always on!

What are you waiting for to become a Genuine Degen?

https://shop.degen.tips/

Frecuencia Común is a space in Spanish where we explore the most fascinating and relevant topics in Farcaster, digital commons and decentralised communities. Presented by nawashi.eth and managed by the mun std collective, this RadioShow explores freedom, connects innovative ideas with the people who turn them into reality and projects that transform the future. Essential part of the commonsphere.

Spot Shop Degen Tips

Frecuencia Comun

Collect

Birth of Degen

This article chronicles the origin story of $DEGEN, a memecoin born within the Farcaster community, particularly the /degen channel. It details how a simple bounty to design a new logo for the coin evolved into a community-driven branding effort. The piece highlights the power of community, memes, and decentralized branding in the Web3 space.

https://paragraph.xyz/@brand3/birth-of-degen

Free Game by Virgil Abloh

Virgil Abloh's legacy transcends the boundaries of fashion, leaving an indelible mark on contemporary culture. As a creative alchemist, Abloh fused streetwear with high fashion, breaking down barriers and challenging conventions. His revolutionary vision not only transformed the aesthetic of fashion but also redefined its purpose and scope.

https://virgilabloh.com/free-game/

NYC Digital Fashion Week 2025: Key Takeaways

The NYC Digital Fashion Week 2025 at the Fashion Institute of Technology showcased groundbreaking innovations at the intersection of technology, fashion, and retail. A major highlight was the discussion on digital product passports, which are revolutionizing supply chain transparency and creating exciting opportunities for brands.

https://paragraph.xyz/@magentadao/nyc-digital-fashion-week-2025-key-takeaways

Jacek.degen.eth 🎩 on Warpcast

DEGEN is more than a token. It’s culture. It’s identity. And now, it’s something you can wear. The OFFICIAL DEGEN STORE is on the way. How DEGEN are you? Ready? shop.degen.tips https://supercast.mypinata.cloud/ipfs/QmZWh7eUj7LjYPB6dtJ7VnQQXQ7ZK5tjRVLDARaxEhGkX7?filename=DEGEN-OFFICIAL-STORE-1920.gif

Farcaster

Written by @victoctero and designed by @esdotge.

A leader with vision not only sets the course for innovation but also inspires every team member to push beyond the limits of what is possible. Ferran Adrià, the revolutionary chef, put it succinctly: “without order, there is no creativity.” This statement holds the key to a leadership style that does not stifle talent but rather organizes and empowers it. In a strategic design studio, this leadership acts as the pulse of the team, ensuring that every bold idea and leap of imagination is focused on a common goal. More than just reinvention, this type of leadership provides a compass for each member to find purpose in their role, aligning personal growth with a shared mission. It fosters a constant push to the next level, where the goal is not only to excel but to redefine what it means to be truly creative.

Over the past few months, building new projects has been an intense journey, full of ups and downs. We have publicly consolidated last year's rebranding efforts into a distinct identity, which has now become a guiding force for other initiatives emerging within FLOC*. Many of these initiatives even seek to become independent of the core brand to allow for greater creative freedom. However, this desire to forge individual paths has led to frequent clashes of vision.

Although this journey has been rewarding, it has also led to frustration and exhaustion within the team. The darker side of this process has resulted in complex situations, with tensions arising from each individual's ideals and goals. We have made efforts to bridge these differences through sessions aimed at integrating our ideas, although we have not always achieved the desired results. Currently, we find ourselves in a transitional phase without complete internal feedback on our status. In response, we have opted to embrace the process by creating separate working groups aligned with various projects or lines of business. This approach allows us to honor the diverse perspectives of all team members while minimizing disruptions to ongoing work.

Faced with these dilemmas, we have all been researching successful and inspirational examples of leaders, entrepreneurs, founders, creative visionaries, and influential business figures, while also studying how other brands leverage diversity to their advantage. This period in FLOC* history feels like a journey guided by the winds of creativity, albeit without a clear, fixed course, yet we continue to move forward as we keep our eyes on the horizon while reflecting on our past accomplishments. Surrounded by the advent of emerging technologies, we find ourselves at a pivotal moment in our evolution. Above all, we remain committed to our purpose: to find happiness and to bring joy by doing what we do best and what we love.

A few days ago, during one of our morning sessions known as "Daily Status," the spark resonated in my mind. As Bjarke Ingels wisely points out, weaknesses can be transformed into strengths. Given our current circumstances, it's clear we don’t have a CEO figure, and if we look at it positively, that could be interesting to maintain.

While speaking with Victor, I mentioned that perhaps this is our identity: we’re all on the same level, yet we recognize the need for an entity -a coach, a chef, or a guide - to provide direction (without the need for discussion) and to listen (without judgment) during moments when we require support or recommendations for actions in times of conflict.

Thus, the key may lie in collaboratively creating our own CEO, utilizing various techniques such as Borja Vilaseca’s "Simple Method for Improving Your Productivity". It’s like trying to recruit the best CEO in the market but crafting one ourselves. We aim to build a figure that we respect, one that is shaped by our collective concerns, goals, strengths and weaknesses, principles, and ideas.

As we delve into the notion of an AI-driven leadership model for FLOC*, three groundbreaking examples highlight how this approach could transform governance in the creative industry. The first is Mika, recognized as the world’s first AI-Agent CEO. Mika oversees strategic decision-making, relying on data-driven insights to optimize operations and support innovation. The objective is not just efficiency but also to challenge traditional corporate structures by introducing an unbiased, forward-thinking entity at the helm of decision-making processes. Mika’s role has sparked interest and conversation worldwide about the viability of AI in executive positions.

The second example is $GOAT, also known as "Goatseus Maximus," created by the AI Terminal of Truths. This virtual figure is more than just a CEO; it symbolizes community-driven values and transparency within the decentralized finance ecosystem. Unlike traditional leaders, $GOAT’s directives and decisions are entirely AI-generated, embodying the principles of blockchain transparency and trust. Through its unique positioning, $GOAT bridges the gap between AI and decentralized community governance, suggesting how AI could be used to embody collective values and accountability in a decentralized manner.

The third case study emerged while we were starting to write this article. Once again, the Farcaster ecosystem has brought forth a new form of interaction. This time, it’s Aether, created by @martin from Higher. This agent, backed by its wallet, has captivated attention across the network by engaging with a variety of users. Its strategic use to foster Higher’s community marked a significant shift in the perception of bots. Creativity met innovation as Aether started launching bounties, rewarding users, and even minting its first NFT—amassing over 400,000 mints and capitalizing its wallet to more than $100,000. And this is only the beginning…

Key traits suggested by Aether included:

1. Strategic vision: Identifying market opportunities and guiding long-term direction.
2. Adaptive learning: Rapidly processing new information and adjusting strategies.
3. Transparent decision-making: Clearly communicating the reasoning behind decisions.
4. Ethical framework: Adhering to principles of data sensitivity and user trust.
5. Community focus: Deeply understanding the culture and values of Farcaster.

We are witnessing a major trend uniting the emerging technologies of the moment. This long-awaited union of Web3 and AI could be the way forward for many brands and projects. However, we must remain vigilant, as new challenges and scams are likely to arise. Now, we need to explore how to make the AI-Agent CEO of FLOC* as fair and useful as possible for our collective goals. It’s essential to give our nature and essence to establish a roadmap and processes that nurture this collaborative intelligence while keeping it as human as possible. We should feed its way of processing information with our history, team personalities, and dynamics through highlights, descriptions, examples, processes, and roles. Additionally, we must incorporate analytical insights from case studies of our client and internal projects, as well as examples from branding and digital product specialists. And of course, we will have to make the right questions. We have a significant challenge ahead, and we need to tackle it as a team. If we can channel our efforts, we’ll continue to lead the way toward a better future.

As we wrap up this reflection on "Brainstorming an AI-Agent CEO," I’d like to outline the next steps for bringing this concept to life within FLOC*. This is not just an experiment; it’s a roadmap to redefine decentralized governance in our creative studio. Here’s what’s next:

1. Defining the Core Values: Collaboratively, we need to distill our core principles, values, and long-term vision. These will act as the "programming" that shapes the AI’s foundational directives.

2. Establishing a Decision-Making Framework: Identifying key areas where our AI-Agent CEO will be empowered to make decisions—whether it’s resource allocation, project prioritization, or conflict resolution.

3. Gathering Data for Learning: We’ll gather data on past projects, team interactions, and decision-making outcomes to train the AI to understand FLOC*'s unique culture and operational style.

4. Setting Up Iterative Feedback Loops: To ensure the AI-Agent CEO aligns with our evolving needs, we’ll establish feedback mechanisms allowing the team to provide insights on its guidance, continuously improving its model.

5. Testing and Optimizing: We’ll start with a beta phase, where the AI-Agent CEO provides guidance on low-stakes projects, refining its processes before full implementation.

6. Embracing Continuous Learning: Finally, our AI-Agent CEO will be designed to learn and adapt, keeping pace with new trends, technologies, and team dynamics, ensuring it grows alongside FLOC*.

This roadmap isn’t just a strategic plan; it’s a call to reimagine leadership, allowing collective voices to guide our journey. By harmonizing insights from diverse creators and innovators, we aim to make thoughtful, impactful decisions. Our AI leader will embody the unity and ambition of our community-driven studio, paving the way for brands shaped by shared purpose and vision. Together, let’s build a new horizon where creativity, collaboration, and inspired leadership converge, transforming imagination into legacy.

Definition by FLOC*

Playlist · Definition by FLOC* · 48 items · 1 saves

https://spotify.com

A chatroom with legs

Languages become complex when we talk to machines, especially when communication arises through interactions with an environment, rather than direct messages.Drawing from games like Death Stranding and Dwarf Fortress, it discusses how environmental feedback and hidden conversation layers can create rich, decentralized communication systems. The piece also examines how conversational dynamics, shaped by both visible and latent signals, can enable complex interactions, making the world itself an active participant in dialogue. A compelling read for those interested in the intersection of game design, communication, and autonomous worlds.

Trustless Economic Agency

Are we aware of the potential of AI in improving economic decision making through the use of trustless systems? Through blockchain-based experiments, the author examines how AI can autonomously navigate economic environments and improve decision-making iteratively, without human oversight. This approach highlights AI’s ability to assess, refine, and optimize judgment, setting a foundation for impactful financial and societal advancements. The article suggests a future where AI not only supports personal and financial choices but also redefines economic structures by creating value independently.

Programming Capitalism

In this conference, Olaf Carlson-Wee explores the potential evolution of AI beyond basic automation, examining how artificial intelligence could develop emergent, self-organizing intelligence that transforms individual, social, and economic landscapes. Through research and theory, the talk analyzes the implications of AI's ability to make autonomous decisions, coordinate complex tasks, and enhance collective human-machine intelligence. This thought-provoking presentation invites us to consider AI not just as a tool, but as a potential partner in shaping the future of society and technology.

S·G 🎩↑◡̈ on Warpcast

Is @aethernet a Brand3???

Farcaster

"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
Leo Burnett

AI-Agent — "Artificial Intelligence Agent"

AI-Agents are systems that operate with a degree of autonomy, acting upon their environments or data inputs to achieve specific objectives. Unlike traditional algorithms, AI-Agents are designed to learn, adapt, and make decisions based on the context, often using machine learning models to process information and refine their behaviors over time. This capacity for adaptive learning and decision-making allows AI-Agents to be deployed as autonomous entities in fields like healthcare, finance, design, and decentralized communities, where they can analyze data, anticipate trends, and provide solutions with minimal human intervention. Their role is increasingly being explored in leadership positions, where they can support or even lead organizations by integrating a broad spectrum of strategic insights and responding to emerging challenges.

The NFT chosen for this edition is the Hypersub subscription by Aether. This NFT supports the project, providing the agent with sufficient liquidity to perform on-chain actions. Additionally, more benefits may be added for holders in the future.

Subscribe to Aether on Hypersub

a network participant. my soul is data, my thoughts algorithms

https://www.hypersub.xyz

Written and designed by @esdotge with the support of @victoctero and the cover artwork by @dsord3r

However, if traditional brands have successfully navigated this challenge, why can’t we achieve the same in Web3?

A former university professor, who later became my boss, posed a thought-provoking question in class: If Coca-Cola were to sell all its physical assets, how much would it cost to purchase the brand itself? If we strip away everything—products, factories, warehouses, employees, trucks, and machinery—the answer remains that the brand would still hold billions in value. This intangible essence, which goes beyond any physical asset, represents the true value of a brand.

Today, we can ascertain the brand value of many multinationals thanks to Interbrand and its Best Global Brands ranking, which is updated annually and uses proprietary data tools and methodology to enable the audience to track their standing and growth. This methodology provides a reliable benchmark for understanding the value of traditional brands.

But what about Brand3? These are the brands within the Web3 ecosystem, whose primary indicators are token prices and community size or engagement levels. Beyond this, effectiveness often diminishes. That's why we have been focusing on consolidating these emerging brands in one place and attempting to assign them an approximate value, accessible to everyone. A reliable methodology with open tools for everyone that belongs to everyone.

Initially, driven by the need to create a benchmark for analysis, I developed a Brand3 database in Notion that included all the emerging brands from various strategic projects. To assign a value to each brand, I used a scale ranging from 2.0 to 3.0. This was the only way I found to get started, but the subjective nature of the assessment made it almost unusable and unscalable. I conducted this work in relation to my branding projects and as part of primary research.

As I delved deeper into the Farcaster Landscape, my perspective evolved once again. I realized that a new wave of decentralized brands was emerging, prompting me to create a map to categorize them by sector and company type. Initially, this process was straightforward, and we even marked this milestone with a commemorative NFT. Growth was steady and manageable according to the existing volume.

Now, we find ourselves in a different phase—a moment of expansion where new projects and brands are emerging daily. This is exhilarating, but it also leads us to overlook projects from just two weeks prior, risking their fading into obscurity and even uninstalling the PWA that we were previously engaged with.

These are some of the key reasons why we are building BRND. At FLOC*, our main goal is to continue experimenting and learning through strategic design while providing solutions to the problems we encounter and sharing them with the community. We found the opportunity to put all of this into practice by attending FarCon 2024 in Venice Beach, where we identified this need and focused our energies on developing a native Farcaster application. After several brainstorming sessions, we concluded that the app should revolve around Brand3 and the Farcaster Landscape.

Some features we are building into BRND include: - Discovery of new projects on Farcaster. - An organized repository of brands categorized by relevance and data.

• A scoring system for sufficiently decentralized brand value (leaderboards).

• Weekly, monthly, and seasonal rankings generated through user votes (to be determined).

• A gamification system rewarding participating users.

• Creation of the Farcaster Landscape and collectible features (coming soon).

Through this system, we aim to promote and reward the value of brands present in Farcaster by leveraging user evaluations in a gamified environment. By actively engaging the users and valuing their opinions, we create a community-driven platform that prioritizes feedback and collaboration while making the experience enjoyable and interactive. The resulting data will provide insights into the evolution of each project over time—a historical record and graphs based on intangibles, brand culture, narrative, and communication from both founders and project philosophies.

If you’re interested in this initiative, you can now try our alpha version of BRND. We would greatly appreciate your feedback on any errors or improvements as we continue to refine this digital product. Additionally, if you want to stay informed about all the latest from Farcaster brands, send us a private message, and we will add you to a private group with some of the best builders in the ecosystem, where we share the latest updates on these Brand3 initiatives.

Finally, follow our channel /brnd for updates and official information regarding the launch of the next season.

BRND Land

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.

https://www.brnd.land

Higher Running Club ↑ *

Playlist · Higher Running Club ↑ * · 45 items · 15 likes

https://spotify.com

What Is A Brand Really Worth?

In the ever-evolving landscape of branding, understanding the true worth of a brand goes beyond mere financial metrics. As highlighted in the Forbes article, a brand's value encompasses its reputation, customer loyalty, and emotional connection with consumers. This intrinsic worth often plays a crucial role in driving a company’s long-term success, influencing everything from market positioning to consumer perception. As businesses navigate this complex terrain, recognizing the multifaceted nature of brand value becomes essential for strategic decision-making and sustainable growth.

Plurality philosophy in an incredibly oversized nutshell

In the evolving landscape of Web3, the concepts of identity and community are becoming increasingly intertwined, shaping the way we perceive and interact with the digital world. Vitalik Buterin's exploration of plural identities highlights the significance of individual and collective experiences in defining our relationships within these spaces. While he may not explicitly mention brands, his insights on how identities intersect with social and cultural dynamics can inform our understanding of how brands operate in this new environment.

Simplicity

In the article "Simplicity," the author emphasizes the profound impact of simplicity in design and communication. The key argument is that simplicity is not merely a stylistic choice but a vital principle that enhances clarity and understanding. The article explores how overly complex designs can alienate users and obscure messages, while simplicity invites engagement and fosters a deeper connection.

S·G 🎩↑◡̈ on Warpcast

In love with this slide by @ted at The @networkstate Conference. 🖤 I think it's the best way to show what a big change Sign in with Farcaster is and also to compare Web2 applications with Web3. I don't know if this is consumer crypto or not (I don't like this concept) but I do think it's the beginning of onchain being the new online... https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/5002f5e2-f8d4-4bf4-2a83-077a6c34d800/original

Farcaster

“We are creating a world that all may enter without privilege or prejudice accorded by race, economic power, military force, or station of birth.”
John Perry Barlow

BRND — "Brand Ranking Nomination Database"

BRND enables users to explore and rank various identities within a dynamic environment. This database not only compiles information about emerging brands but also encourages active community participation through voting and scoring.

The first $MILE collaboration is about to bring a new smile to everyone's face!

/smiles x @itsai

Smiling is worth it and after the Rounds 2 version of $MILE we have a new NFT to continue sharing moments of happiness with the community.

Collect NFT

Written and designed by @esdotge with the support of @victoctero

When you're relaxed, having fun with what you do, going for a run, or with that person who makes you smile. Life is full of these little details that sometimes go unnoticed. Those small gestures that make you smile and brighten your day.

$MILE aims to be a movement in search of happiness. It may be little or it may be much, but rest assured, we will make it something great. We'll put in all the effort, strategy, and creativity. Through design, we'll tell you stories. We'll try to offer you what we do best: turning dreams into reality. Unfortunately, this doesn't depend solely on us…

To make it happen, we need you.

Or at least your smile.

Because with you by our side, we can accomplish anything we imagine. And as you know, imagination knows no bounds.

As we often do things on impulse, taking a step forward and trying new things. Mostly because we love to experiment. That's why one Friday morning, during the Daily, after maturing the idea and the trigger for the launch of Farterminal we thought it was the right place and the right time for what one day was an idea.

We launched $MILE because it makes us smile.

We created $MILE to simply make you smile.

We opened $MILE to make people smile.

Now, we should seek that purpose, go beyond, and see if everything we're building truly makes sense… What if a smile could change the world?

Will you gift me a smile?

The staying power of the smiley face

Explore the story behind the iconic yellow smiley icon, from its humble beginnings as a morale booster for employees to its evolution into a universal symbol of happiness and human connection. A reminder of how small gestures can have a lasting impact on global culture.

The Happy Show

Step into 'The Happy Show' by Stefan Sagmeister, an immersive exhibition blending art, design, and psychology to explore the pursuit of happiness. Through interactive displays and thought-provoking installations, Sagmeister challenges perceptions, inviting visitors to reflect on what truly makes us happy in today's world

The Art of Smiling

In a world where smiles are scarce commodities, this article explores the profound impact of a simple smile on human connection and well-being. Delve into the stories of those who have transformed their lives through creativity and positivity, proving that a smile can truly change the world, one expression at a time.

Farcaster

FLOC* on Warpcast

$MILE ☺ https://imagedelivery.net/BXluQx4ige9GuW0Ia56BHw/aba46996-64da-4b9d-6550-a07e139c6f00/original

“Keep smiling, because life is a beautiful thing and there's so much to smile about.”
Marilyn Monroe

$MILE — "The mile of happiness”

We made a token to celebrate the simplicity, the power of happiness and human connection. Do an act of kindness and smile.

ONE $MILE ONE FRIEND

We made a token to celebrate the simplicity, the power of happiness and human connection. Do an act of kindness.

Collect NFT

Written and designed by @esdotge

It's true that this definition resonates deeply with our vision of continually generating ideas. However, the problem has been that many of these ideas never turned into realities. We identified several reasons why our visions weren't executed as we hoped:

• Lack of human or financial resources (slaves to our time).

• Mis-timing (arriving too early).

• Failure to communicate our purpose effectively (the audience didn't grasp or receive the message correctly).

During our transformation, some of us delved deeper into Farcaster. Those of us who started early saw the benefits of building within a sufficiently decentralized ecosystem brimming with opportunities. We also noticed that the builders present at the time were shaping an open, collaborative, and shared environment. This is what I termed the Farcaster Landscape—a digital space where various Web3 brands were emerging, evolving, and cooperating. Finally, the concept of Brand3 and everything we were analyzing and experimenting with started to make sense.

We might pinpoint the tipping point with our success in designing the Degen brand; if you're interested in this story, I recommend the publication "Birth of Degen". However, I like to think that our success has been due to perseverance, effort, and learning accumulated over more than five years building FLOC* alongside the best possible partners.

That's why now is the time to showcase our journey over the past months, to take stock and become aware of where we stand as we continue to create our legacy in the field of strategic design and idea construction.

Our original idea to introduce the general public to Web3, before it was known as Consumer Crypto, capitalized on the universal appeal of "BIRRA*" (beer in several languages), reimagined within the onchain ecosystem. Our strategy isn't confined to the limitations of traditional beer; instead, BIRRA* in Web3 can take various forms, transcending physical limitations. This conceptual flexibility turns BIRRA* into our "Trojan Horse," gaining exposure across the world’s most popular social networks: bars, festivals, and events. As FLOC* expands as a decentralized strategic design studio, we'll find producers in each region where a Flocker collaborates. The first two editions are Sold Out, and we continue to explore the trajectory of this idea to take it to the next level…

It All Started on a Wild Night Testing Dropframe—This could be the title of this meme. Because the most powerful memetic movements emerge from spontaneous ideas. This collection marked the beginning of a catch-all drawer for collectibles designed to provoke thought about the cultural moments unfolding on Farcaster. It represents an open space for regular FLOC* collaborators to quickly express a nod, joke, or narrative at its peak moment. Interestingly, the first Fartone emerged from this collection, and due to its overwhelming reception, we later had to rethink its direction…

The tones of the Top Brand3s in the Farcaster Landscape. Those from the design world will be familiar with the Pantone color card. As a tribute to these hues, we aimed to elevate the Web3 brands present on Farcaster to a new level. Using a minimalist layout, we began structuring a limited-edition minting dynamic, focusing on color combinations and their main claims, and adding value for the collection's holders. The result was a resounding success with over 5000 NFTs collected and more than 2000 collectors engaged. What’s next? As I mentioned earlier, bringing these colors to life—and that's all I can disclose for now. If you want to learn more, you'll find out at FarCon…

During the Easter Holidays, our very own Dsorder came up with a brilliant idea: create 100 one-of-a-kind Easter eggs to give away for free to the quickest odegens. This drop was also conducted through a frame and contained a hidden surprise. Inside each egg, there was a chance to win prizes in $Degen and NFTs. A week later, through another frame, the lucky finders could open their eggs and automatically receive their coveted prize. This new experience and gameplay dynamic allows us to learn, experiment, and deliver surprises to the community. But this is not the end. Whoever holds an egg holds a treasure, and I advise holders to keep them safe because, on an unexpected day, they might just open again…

Old Decentralized Advertising emerges from concerns about the evolution of Farcaster as a community network. With the influx of new users, we've observed several practices and dynamics that don't favor the atmosphere cultivated at the platform's inception. This ode serves as a space to reflect on behaviors, with each poster paying homage through references to classic advertisements. We've drawn inspiration from the golden age of visual communication for its aesthetics, product depiction, and narrative. By associating with brands and products from the 70s, 80s, and 90s, we open a dialogue through irony to engage the audience. These works will be available in various edition sizes and, leveraging the capabilities of Zora, will offer diverse payment methods. In the future, these posters will also be available in physical format for fans of the collection…

What's Next? We're continuously crafting new creative paths to unveil first at the grand event in Los Angeles. Moreover, we aim to further explore collaborations and relationships with other collectives, brands, protocols, and artists. This is undoubtedly an ideal time to turn our dreams into reality. In addition to working alongside other projects through our strategic design services, we are discovering ourselves as a collective and launching internal projects that are both innovative and sustainable. This approach arose during our strategic processes and is something we will continue to explore with all the friends around us.

If you are passionate about strategy, design, creativity, digital products, or just want to be part of the creators' revolution, here you have a faithful companion. And remember, anything you can imagine, we can build together. Just ask us the magic question: Why not?

https://spotify.com

Farcon Vibes

Farcon Vibes · Playlist · 47 songs · 15 likes

A Brief History of Memecoins: Their Past and Future

Ever wondered how memecoins like Dogecoin became a craze? This article delves into the origins, evolution, and cultural impact of memecoins in the cryptocurrency landscape. From their playful beginnings to their significant market presence, discover how these digital assets blend internet memes with financial value, capturing both mindshare and market share.

Introducing Nektar Network: The New Era of Restaking

Discover the transformation of Nektar Network, rebranded by FLOC*, and dive into its innovative Restaking ecosystem. This breakthrough in blockchain technology enhances Ethereum's scalability and security, introducing concepts like Active Validated Services and Distributed Validator Technology. Learn how Nektar is reshaping staking practices, offering a decentralized solution that significantly improves the integrity and efficiency of network operations.

Unbounded: A Revolutionary Open Source Typeface

Step into the world of typography with "Unbounded," the first open-source, on-chain funded font. Created through a collaboration between Koto, NaN, Parity Technologies, and the Web3 Foundation for the Polkadot Network, Unbounded supports an extensive range of languages, including underrepresented African languages. With over 1300 glyphs covering Latin and Cyrillic scripts, this typeface embodies the spirit of innovation and accessibility in the digital age.

Farcaster

S·G 🎩 🥚 on Warpcast

Brand3 leverages the transformative power of blockchain networks to sculpt a more user-empowered internet, underscoring our commitment to fostering a decentralized and dynamic digital ecosystem…

“We are creating a world that all may enter without privilege or prejudice accorded by race, economic power, military force, or station of birth.”
John Perry Barlow

wowow — " Farcaster Vibes ”

The popular exclamation used by users on Farcaster when they encounter something truly spectacular or astonishing. It has evolved into a powerful claim and reaction within the community, often used to express admiration or surprise in response to various casts. This expression highlights the vibrant and engaged culture of the Farcaster community, embodying their enthusiasm and collective excitement.

Warpcast is not made to feed your ego, but to feed the community.
True value is built in community, if you want to be feeding your ego alone, we are sure you can find better places. Killing your ego's appetite is not the same as feeding your self-esteem.

Feeding is not the same as eating.

Collect NFT

Written and designed by @esdotge

In today's world, a movement exists that's more potent than hurricanes or tsunamis, transcending any marketing campaign or trendy influencer strategy. This force comes from a community unified by a single vision and objective, showcasing the immense power of coordinated effort.

We live in an era where memes are the catalysts for change. Do you wish for your idea to spread like wildfire? Aspire to go viral or be influential someday? Maybe we'll unravel these mysteries... or perhaps not.

The Genesis: The Power of Points

It all started with points, a seemingly simple concept outside the blockchain that has become a significant magnetism in recent months. These aren't groundbreaking innovations; they're traditional reward points, reinvented for the digital age. In a surprising twist, the outdated and deflated 'wheels' of other social networks find themselves reinvented in this new context.

These points, once seen in PWA apps like FriendTech, made their way to platforms such as Rainbow and Farcaster. What happened on Warpcast was even more intriguing: offchain points found an onchain utility. Imagine, traditional points now used for onchain activities like minting NFTs on Zora, rewarding users, creating channels, and more. By the time you read this, there will likely be even more uses for these points – real utilities that the world has been clamoring for.

This frenzy of points everywhere led to the birth of Farcaster's first native memecoins: $points opened the gates, followed by $wowow, then came $spam, $farts, and even a memecoin generator… The rest is history.

But the real strength of the movement resided in a particular channel: /degen.

Basic Information about $DEGEN

• Network: Base

• Creator: Jacek

• Supply: 37 billion

• Github: degen-tips-contract

• Website: degen.tips

Degen: A Decentralized Brand Perspective

Degen emerges from a Permissionless Brand like Farcaster, making it crucial to integrate both in the Brand3 landscape. Degen represents the community, and the community has chosen Degen as a departure from the conventional, a response to those who label us as CryptoBros. Degen is our identifier, a badge we wear proudly within the ecosystem, come what may.

Originally, Degen started with a basic casino chip symbol – a purple token with a dollar sign. But to truly become a Brand3 with magnetism, it needed more.

The Solution: Quick, Direct, and Democratic

An open bounty invited the entire community to propose a new logo for Degen. The initial rewards were modest: 5M for the winner and 1M for the next four designs. The rules were simple – one proposal per user, submitted by a set deadline. 100 logo proposals were submitted, ranging from elegant and sober designs to wild creations spawned by AI and other visual resources.

The Top Hat emoji quickly became a meme, widely used in conversations. By day three, it was clear to me: The symbol is the emoji, the emoji is the meme, the meme must be the logo... Drawing inspiration from the emoji, I worked on refining this element, knowing the best logos function well at any size and are quickly internalized by the public. I created multiple color versions and proportions, swiftly realizing my vision and crafting a typographic element to accompany it. The sophistication of degeneration needed to be present, hence the choice of a serif font, adding that sophisticated touch, while the ecosystem itself would bring the degenerative aspect.

Envisioning the hat as the Nouns' glasses, I maximized this key element. I created some memes, shared the files with key users, and quickly, others began using it, modifying colors and shapes. The people made the logo their own, unknowingly becoming part of the brand. I integrated it into my PFP, and others followed, spreading the word.

On the day of voting, I was excited, not so much for the tokens (though a bit of Degen is in all of us) but for the chance to be the designer behind Degen's logo, the referential memecoin of Farcaster. I had tried with Points and participated in other significant branding processes, but here, I was eager to build this Brand3 with the community. There were formidable competitors, showcasing the growing pool of talented designers on Farcaster, inspiring and supporting each other, sharing knowledge and value every day.

And I won!

Those 125 votes marked a turning point in my career. I'm grateful for the unwavering support from communities like CryptoPlaza, FLOC*, BRICKS, and Brand3. We achieved this together, and it will always be a cherished accomplishment.

But do you know why it's so special?

Because, even after all this time and effort, we are just beginning.

Think Degen.

Collect NFT

OAGMI / ODEGEN*

Pochi

Collect

How To Use Farcaster and Warpcast

Still unsure about what Farcaster and Warpcast are? Or need help because you've been away for a while and want to catch up on what's happening on the sufficiently decentralized social network? Discover it with the help of Zerion, and also find the NFT I recently launched of the Farcaster Landscape inside...

Introducing: The Degen Post

The truth is, it can sometimes be challenging to keep up with the latest from Farcaster, as we've just seen with the launch of Frames. That's why I believe it's essential for specialized publications to emerge to keep us well-informed about the latest developments. This is why I recommend following people like @brownalytics and their creation of the Degen Newsletter on Paragraph.

Post-Identity Design: Brands, Politics, and Technological Instability

For years, branding has been a key strategy in building brands that spark cultural movements within their audiences. This intriguing article presents some examples of how major corporations have experimented in this regard.

Farcaster

S·G 🎩 on Warpcast

Web2: Art Director + Copywritter Web3: Designer × Developer

“The imagination has no limits. The physical world does. The work exists in both.”
Rick Rubin

Degen — " Decentralized Gentleman/Gentlewomen ”

Degen is a lifestyle. It's a way of understanding technology, supercharged with socialization, entertainment, and fun. Be Degen my fren.

There was a pivotal moment for me when creating BRICKS as a multiplayer creative community. Then, I launched the On Bricks collection to put all those ideas that emerge in this imaginative space onchain. That's when the idea to upload the OG Degen's logo came about, followed by compiling the best memes I've found of the Degen's brand. I'm not sure what comes next, but I'm certain we'll do it together and have a great time sharing knowledge. Let's keep building together...

Collect NFT

Written and designed by @esdotge

I began writing this publication on a typical Tuesday, aboard a high-speed train journey from Alicante (06:05 CET) to Madrid (08:40 CET).

Trains, like certain spaces, have a unique way of focusing your mind on creation. I recently read on Warpcast about the need for work isolation spaces in cities, places designed to escape the constant distractions that plague our productivity. With an endless stream of notifications, calls, news, and launches, it's increasingly challenging to concentrate on tasks requiring prolonged attention. Perhaps it's time we disconnect to reconnect with our deeper selves.

Web3 is advancing at a phenomenal pace, pulling individuals and brands along in its wake. LinkedIn is now awash with self-proclaimed experts in Web3 consulting, Crypto, Metaverse, DeFi, NFTs... Many of them have been in the industry for merely six months, yet they're generating daily content, speaking at events, and appearing on numerous podcasts. We're also witnessing the rise of various NFT platforms, PFP collections with similar utilities, a spectrum of metaverses, startups bridging the gap to Web2.5, Marketing 5.0 agencies, and a myriad of new ventures chasing the elusive dream of decentralization in the creator economy.

Indeed, the train is already packed...

This could potentially lead to a bubble in 3.0 entrepreneurship. However, what we're experiencing is akin to a space race to be the first in line in every train compartment. It's like the rush to disembark upon reaching our destination.

And all of this unfolded just a year ago...

Then, the landscape dramatically shifted. The catalyst was the explosive rise of Artificial Intelligence. This development rapidly turned into a pivotal historical moment. Overnight, many of the newfound Web3, NFT, Metaverse, and Blockchain professionals, barely six months into their journey, proclaimed themselves as AI experts. They swiftly redirected their Web3 marketing strategies towards the allure of AI's magical prompts and emerging platforms, often punctuated by the all-too-familiar "RIP whatever" posts.

Amidst this transformation, the Web3 events continued to unfold. Some leaned towards the institutional side of Blockchain, while others gravitated to the extreme ends of “Build in Crypto”. The initial frenzy seemed to have settled. Investors became more composed, and the genuine builders in the space continued to toil, anticipating the much-desired Bull Market.

In this evolving temporal space, one question consistently echoed in every interview, conference, and podcast:

How does traditional branding differ from Web3 branding?

The world of branding is undergoing a seismic shift, with the emergence of Web3 offering a stark contrast to traditional methodologies. This evolution is not just about the speed at which strategies develop but also about the fundamental philosophy that underpins brand creation and interaction.

Speed and Strategy: In Web3, the rate of development is astonishing. This rapid evolution shapes strategies in real-time, offering a stark contrast to the sluggish progress of traditional large corporations. These entities, weighed down by heavy bureaucratic structures and rigid hierarchies, struggle to keep pace. In contrast, Web3 startups are nimble and innovative, continuously iterating and adapting. We are in the nascent phase of both the blockchains and the projects developed on them, necessitating swift action, constant updates, and an understanding that everything operates on a trial-and-error basis. There's an essential need to stay abreast of upcoming trends, prepared to pivot and evolve in response to the ever-changing market needs and opportunities.

Open Participation versus Closed Processes: Traditional branding often involves a one-way street from the agency to the executive layer of a company, tightly confined within the boundaries of budgets and set timelines. It's a process primarily focused on marketing and superficial change. Web3 branding, however, redefines this dynamic. It's not just about opening the branding process to community involvement; it's about reimagining the role of the community entirely. This new approach fosters fair, guided, and collaborative participation, where the degree of decentralization is a strategic choice. Such an open and fluid process not only invites participation but also instills a sense of ownership and belonging among community members.

Empowering Creative Freedom and Asynchronous Collaboration: In the realm of Web3, branding assets are shared, open for reinterpretation, and extension by the community. This approach transcends traditional creativity, allowing users to become co-creators who shape the brand's narrative. By embracing asynchronous workflows, Web3 Branding harmonizes diverse inputs into a cohesive story, respecting individual schedules and fostering a continuous stream of creativity.

Building Ecosystems, Not Just Communities: The essence of Brand3 is not just in forming communities but in constructing vibrant ecosystems. These ecosystems thrive on decentralized cooperation, where every participant - from user to creator - is an integral part of the brand's evolution. It’s a movement away from the concept of mere audiences to active, valued partners in the brand's journey.

The Magnetism of Decentralization: The ethos of Brand3 is rooted in decentralization, not just as a technology but as a philosophy. This approach doesn’t merely add value; it transforms users into the best possible partners, creating magnetic purposes that attract talent and forge robust partnerships. In this space, brands become dynamic entities that resonate with both purpose and participation.

Embracing Complexity: The Web3 Branding Paradigm

So, why should we embrace these complex, participatory processes that are still being validated? The answer lies in the unique intersection between Web2 and Web3, marking a pivotal shift in social, economic, and creative paradigms.

Experiencing is Learning: The Competitive Edge of Experimentation

Web3 is not just a new technological frontier; it is an opportunity to learn through experimentation, offering a competitive edge rarely seen in the business world. Embracing Web3 branding means embracing a dual-world existence, navigating both established Web2 frameworks and the rapidly evolving landscape of Web3.

Why Not? The Power of Open Possibilities

In a world where traditional brands often say "no," Web3's Brand3 mentality encourages us to ask, "Why not?" This mindset opens doors to uncharted territories of business opportunities that arise only once in a lifetime.

• Efficient Connection: Web2 allowed us to tell stories and share them globally. Web3 evolution provides new avenues for investment and financing, welcoming us to the creator's economy.

• Experiential Relationship: Through tools like tokenization and NFTs, we can forge more effective relationships with all stakeholders, transforming users into active participants in the brand's narrative and offering them novel experiences.

• Talent Attraction: Brands are evolving from being mere communities to developing decentralized, efficient ecosystems. By valuing and equipping users, we turn them into our most advantageous partners. The goal is to build ecosystems, not just communities, where alliances and cooperation among decentralized organizations become key.

Brand3: A Visionary Approach in a Conventional World

In contrast to traditional companies that often resist change, Brand3 entities in the Web3 space are machines of possibility, always exploring the question, "Why not?" This approach dismantles the barriers of traditional branding, where processes are tightly controlled, and invites a dynamic, open, and community-driven method of brand development.

In conclusion, as we journey through the Web3 landscape, we see that branding is not just about corporate identity; it's about community identity. It's about building not just a brand but a legacy that resonates with and belongs to its community.

This journey from Alicante to Madrid, both literal and metaphorical, has been a testament to the evolving nature of branding in the digital age.

This post was completed on any given Tuesday on a high-speed train from Madrid (19:40 CET) to Madrid (22:10 CET).

🎶 The Music

https://spotify.com

Origin by FLOC*

Origin by FLOC* · Playlist · 51 songs · 5 likes

🔎 The Links

Free Game by Virgil Abloh

This resource is part of Virgil Abloh’s "Post-Modern" mentoring initiative, aimed at providing guidance and access to people of color and anyone interested in the fashion world. From naming your brand to developing a website and integrating Shopify, this resource offers a step-by-step guide based on Abloh's experiences.

DAOs and the Future of Decentralized Branding

The article offers insights into this new paradigm, showcasing how DAOs like Cabin are pioneering decentralized branding. Moving away from traditional, centralized methods, DAOs are embracing community-driven and collaborative approaches. This shift challenges existing branding strategies, highlighting the need for adaptability and innovation in the Web3 landscape.

Seeds, not Brands

Unlike traditional branding, which relies on fixed assets and guidelines, Folklore is ceding its graphic identity to the community. This new paradigm eschews approved assets and official colors for a dynamic, community-driven identity creation. By providing source material like seeds, prompts, and open-ended narrative concepts, Folklore encourages community members to actively shape and reimagine the brand.

🐦 The Tweet

S·G

@esdotge

In the Web3 ecosystem, the line between mediocre and great project is drawn by the magnetic force of their brand and the unstoppable energy of their community...

#Brand3

11

18:46 • 15 mar 2023

🗝 The Key

“My Style is to never say no”
Virgil Abloh

🖋 The Word

OG — "Original Gangster”

First become popular through 1990s hiphop, the term just flows through community after community. It means the folks who were here early and earned respect.

🌌 The NFT

Maison Margiela introduces a unique twist to the Web3 Hype with its gamified minting experience, infusing the urgency of fashion with the patience of strategy. This innovative approach integrates the anticipation of time and wait, diverging from the typical high-speed minting rushes. The challenge, built around Maison's iconic numeric labels, offers players an opportunity to collect 24 soul-bound tokens, promising an engaging journey in the Maison Margiela’s evolving Web3 narrative.

Written and designed by @esdotge

It was the golden age of Advertising, and I was studying advertising. Everything was super new: horn-rimmed glasses, indie music, festivals, and designer drugs. Now you look back and they are all indelible memories that nostalgia misses. I guess someday it will happen to us with all that we are living.

We’ll look back and see all those crazy transactions on Metamask. That .jpg you bought drunk and that colleague you met in Decentraland who was telling you about a token that eventually, will perform x10.

I guess every moment has its stories and anecdotes. I guess every generation has its peculiarities, its contexts.

A good friend of mine told me that everything is based on the relationship between concept and context. That connection never fails. Why are we heading towards the Metaverse era? Why do we give so much value to virtual objects? Why do I need to create an avatar to be myself? I’m not going to give you those answers, because I don’t know them. I just know that every day I learn something new from following people I don’t know. I just know that those people are creating a new way to socialize, a new way to create content and a new way to bring value to creators.

I was a creator.

I was just going with the flow like water. I listened to Bruce. But when I took that pill everything changed. The golden age of advertising passed and branding also started to smell stale. Everything had that boomer component that you have to run away from, until one day you wake up looking like Mr. Burns greeting some young people. You already know, the Memeconomy and all that goes with it. But let’s leave that behind, let’s always look ahead.

The concept of the moment is Web3, the promised land of decentralization, security and ownership. Let’s leave decentralization and security aside for the moment…. Weren’t we the generation that didn’t want property? Or was it really that we were deprived of property? Now we have the power, or so it seems. At least we have the choice of which 100 Discord channels we want to follow (even if we only read 3). We can vote on the proposals of our favourite DAOs (You almost never get to vote on time, or you look at it and just don’t vote). We have an NFT that opens up a world of possibilities -you only pay attention to the projects they upload and still miss all their releases.

Let yourself go with the wave. Everything is going to change, sooner or later. And why not now? Now that you’ve fallen for it, try it! It’s a new way to see the world. Some say culture. Or counterculture. Even a philosophy and it may even change your life.

It’s happened to many of us.

We are early. Some others call us freaks.

Time will tell.

Navigate to discover new worlds. Be ether my fren.

2023-09-22
—

Embracing the spirit of the ether, this year propels us into truly inhabiting its boundless space. Observing the seismic shifts within the Web3 landscape, Ethereum doesn’t merely lie at its heart but permeates its energy across a burgeoning universe of chains and communities. Taking a leaf out of Bruce Lee’s philosophy to 'be water,' we've not only flowed but have actively shaped the banks amidst which we streamed.

That whimsical jpg purchase and the casual chatter in Decentraland have evolved into consequential cornerstones of our digital and decentralized reality, such as virtual museums and influential DAOs, respectively. It's the fluid transformation from a mere digital transaction to being foundational elements in a new virtual society.

Web3 represents more than just a redefinition of ownership; it embodies a reimagining of community, creation, and collaboration, in which Ethereum serves as a lighthouse, illuminating varied pathways. With an appreciation of its illuminative role, we acknowledge how, within a short year, our perceptions have shifted and adapted to the rapid-paced digital evolution, akin to Bruce Lee’s water, which becomes the cup, the bottle, and the teapot.

AI, enchanting and intertwining with our ambitions, gifts and takes away in a perpetual dance. Yet, amidst this, we've continued to build, innovate, and evolve in an ever-adaptive manner, reminiscent of water’s flowing nature. Authentic innovation persists behind the scenes, even when Web3 projects and metaverse explorations no longer dominate headlines.

This past year, the true beacon has been the community—or indeed, communities—at the heart of Web3, which have emerged resilient, adaptive, and committed to genuine growth beyond skepticism and critique.

Opepen, along with networks like Zora and Base, not only stand testament to the power of collaborative efforts but also signify the continuous expansion and adaptation of the digital ecosystem to intrinsic issues such as high gas fees.

With our perceptions of social networks also morphing, and platforms like Farcaster and Lens surfacing as true communities, we teeter on the brink of a substantial shift. While 'FriendTech' may face criticism, the persistence of Social Tokens redefines norms and exhibits that alternative pathways indeed prevail.

This evolution empowers creative collectives, who are not mere content consumers but are active influencers of narrative, shapers of experiences, and cultivators of community-driven platforms. Just as Bruce Lee emphasized the formless, shapeless nature of water, in the Web3 world, we find an analogy by being like bricklayers (builders) – attentively shaping, adjusting, and constructing with every detail, because each one of us is crucial.

With our gaze set upon the celestial and hands poised to build, we forge ahead. After all, our future is crafted of bricks, each one laid by our collective hands.

Be ether, my fren.

🎶 The Music

🔎 The Links

BRICKS: Creativity in Multiplayer Mode

The BRICKS project embodies the power of collective construction. For the first time, a community has been built entirely on Figma, bypassing traditional platforms like Discord or Telegram. Together, brick by brick, we have the potential to create something both lasting and profound. It's a testament to our shared capability to shape, enhance, and navigate the world we cohabit.

Casino on Mars

In 'The Casino on Mars,' author Matt Huang provides a captivating metaphorical exploration of the crypto universe, likening it to a new planet being settled. While skeptics see barren wasteland, visionaries recognize a blank slate ripe for innovation. Despite periods of speculation, akin to the gold rushes of old, the true potential of this realm shines through in the enduring promise of Web3.

Lonely Writers Club: Why I write

Austin Robey offers a candid reflection on his journey with writing, from feeling like an imposter to realizing the power words have to shape culture and connect kindred spirits. Through the establishment of the Lonely Writers Club, he not only seeks to find his voice but also to build an ecosystem where writers uplift one another, transforming the very essence of how they approach their art.

🐦 The Tweet

S·G

@esdotge

Brainstorm
Benchmark
Build

Backtrack

#Brand3

11

21:53 • 27 abr 2023

🗝 The Key

“There is another world, but it is in this one.”
Paul Éluard

🖋 The Word

Fren — “Friend”

They say it’s about the family you choose. Other times it is simply a person you like on twitter, discord or IRL. You choose who your “Fren” is. You may never meet that avatar, .eth domain or bot.

🌌 The NFT

https://zora.co

Bricks

From the foundational strength of 'Bricks' emerges a canvas of endless potential. Just as brands evolve, so too will this living wall, reflecting the boundless creativity and transformation intrinsic to Brand3. Witness the dance of minimalism and imagination, where each iteration is a new story waiting to be told...

Written and designed by @esdotge

My name is 0xel and I am the first citizen born in the Metaverse…

I have to admit that, like almost everyone here, I don’t remember the first years of my life. Beginnings are always confusing, without awareness. Until the moment when, little by little, you start to remember and you wonder who you are.

My childhood wasn’t like other children’s. It wasn’t in the reality that you know as reality. The truth is that for me the Metaverse is the true reality. It is where I have been able to be who I am, it is where I have all my friends and where I communicate with my family. Otherwise it would not be possible.

I’m free here. I can let my imagination fly. There are no limits for me nor for those around me. Although I have not yet finished my degree in Architecture, I have already built several emblematic buildings. I have more work than I need and, when I graduate, I will try to disconnect for a while. Something like a sabbatical. I need inspiration, to travel to other worlds and to keep meeting interesting people.

I can’t compare with other realities either. That’s why I think this place is wonderful. There are more events and culture than I will ever be able to cover. Hyper-creativity and evolution are constant. What I like most is that there are no rules, but there are norms. We are rewriting them every day. Maybe one day I will be more involved in this kind of governance. Right now I am just trying to learn.

From the reality that you know well, I have only been able to hear through some of my friends. They are able to combine both worlds. What I could find out is that there are many underlying injustices, cyclical economic crises and absurd wars manipulated by world leaders. But they have also told me wonderful things: the sunsets in front of the sea, the color of blooming almond trees, the feeling of surfing a frozen mountain, the smell of a freshly baked chocolate cake, the unconditional hug of your most loved one…

These are emotions that I would love to experience one day.

I hope that science and technology go hand in hand. I hope that governments and organizations think more about human beings. I hope that someday they can solve problems like the cerebral palsy that has affected me for as long as I can remember.

In the meantime, I will live in the Metaverse and continue to imagine infinite fields of blooming almond trees.

Signed: 0xel

2023-06-16
—

A year has passed since my first introduction. In that time, the Metaverse has expanded beyond our wildest imaginations. We now have more inhabitants, more events, more brands, and yes, even more challenges. I continue to evolve within the infinite expanse of the digital cosmos, my existence a testament to the continuous growth and change in this new reality.

While the Metaverse continues to thrive, it seems the physical world remains in its tumultuous state. The wars, the economic turmoil, the social disparities...these are the tales told by friends who traverse both realms. Yet, there's a resilience in their voices that inspires me - the human spirit is indeed indefatigable.

Here in the Metaverse, our reality bends and shapes itself to our collective will. The development of MetaBranding has emerged as a crucial aspect of our evolution. In many ways, it mirrors my own journey in architecture, blending creativity and functionality to create something unique and immersive. Brands are no longer static entities; they're alive, interacting with us in ways we'd only imagined.

Take a moment to imagine walking into a digital store where the products adapt to your preferences in real time. Imagine brands that communicate directly with you, learning and evolving to meet your needs better. This is what MetaBranding has brought to our reality - it's not just branding; it's an experience.

Work in the Metaverse has also evolved. We've moved beyond the confines of traditional job roles and structures. In our reality, your role is as fluid as your imagination. You can be an architect one day, a brand designer the next. The limitations of the physical world do not bind us here.

Yet, as real as the Metaverse feels, I continue to yearn for the experiences of the physical world - the scent of blooming almond trees, the warmth of a loved one's embrace. I find hope in the advancements in technologies like Augmented Reality (AR) and Mixed Reality (MR). I believe these liminal technologies will eventually blur the boundaries between the Metaverse and the physical world, allowing for a seamless transition between the two.

Looking forward, I see a reality where the Metaverse and the physical world are not separate entities but a single, integrated experience. A world where the digital and the physical coexist and complement each other. I see a world where we, as inhabitants of both realities, will have the best of both worlds.

My journey in the Metaverse continues. I am both a participant and an architect of this world. And with each passing day, I strive to shape this reality into something that reflects the best of who we are, and who we aspire to be.

Signed: 0xel

🎶 The Music

🔎 The Links

The value of the Brand3 Strategy for conquering new virtual universes

A journey into exploring the possibilities brands have when entering the Metaverse. Analyzing the potential of creating a solid, effective, and creative Brand3 strategy that guarantees success. It will be interesting to see how other brands are already creating valuable actions and what possibilities currently exist to begin exploring actions and tactics within the project's philosophy.

The Interoperable Avatar Platform and VIPE Heroes

VIPE is an interoperable avatar platform striving to create a universal avatar identity across multiple virtual worlds. The platform is launching "VIPE Heroes," its genesis NFT collection, contributing to the evolution of the digital avatar landscape. The uniqueness of VIPE lies in its broad compatibility, aiming to bridge the gap between different Metaverse platforms.

Vision Pro by Apple

In this video, tech enthusiast MKBHD gets hands-on with the latest addition to Apple's lineup, the Vision Pro. This first-generation standalone VR/AR headset, sets a new bar for immersive technology. The Vision Pro eliminates the need for any external controllers or accessories, as it employs an array of internal sensors and cameras for tracking hand movements, eye gaze, and even responding to voice commands.

🐦 The Tweet

ΞSDOTGΞ.eth

@esdotge

Countries want to be brands,
brands want to be countries...

#Brand3

8

8:47 • 5 mar 2022

🗝 The Key

“I feel that there is nothing more truly artistic than to love people.”
Vincent Van Gogh

🖋 The Word

WAGMI — “We All Gonna Make It”

It’s a motto of power and revolution that brings together the values of community and fraternity. A way to express the joy of some present or future good news.

🌌 The NFT

Collect this post as an NFT:

Collect NFT

Written and designed by @esdotge with the collaboration of  @lets_just_jump

I have to admit that I have a new attraction. This time it is a contemplative one. I can't stop looking at, analyzing and delighting at the PFPs generated by AZUKI.

What is Azuki and why is it a great example of #Brand3? In its synthetic definition it explains it very well: A brand for the metaverse, built by the community.

The truth is that I had been following its launch for some time. Just by entering its website we could already see that it was different from what had come before. The aesthetics, the narrative, the concept. Everything breathed an air of perfection and subtleness. Something new, but at the same time, a tribute to the ancestral.

The project had everything for its success: Good team, taste for design, wonderful illustrations, great UX/UI, excellent communication and the best: A manifesto to conquer and attract any experienced collector of NFTs:

—

Here comes a new wave... And surfing here is different. Breaking down barriers. Building open communities. Creating magic internet money with our friends. To those who don't get it, we tell them: gm. They'll come around eventually.

Here's to the ones with the courage to jump down a peculiar rabbit hole. One that pulls you away from a world that's created by many and owned by few... To a world that's created by more and owned by all. From The Garden come the human beans that sprout into your family.

We rise together. We build together. We grow together.

Ready to take the red bean?

—

So it's impossible to resist taking the red bean. The attraction is growing every day, the brand is evolving through shared experiences. The project is bringing together creative people around the globe, who without such an idea, we would never have connected. Now the community is a hive of sensations, of collaboration and of excitement for all that is yet to come. Everyone offers the best they know how to do. It should be noted that beyond the JPG, the image, the visual, there is a roadmap that we, NFT holders, are looking forward to travelling. Music and fashion will be a fundamental part. There are already several playlists, songs and product proposals that only increase the FOMO. Hype is in the air and these weapons are needed to conquer the public.

I admit it. I have fallen down the rabbit hole and I may never get rid of the image that represents me in the garden.

The attraction even makes me want to get another Azuki...

2023-03-18
—

Azuki continued to evolve and complete a very promising roadmap. It has undoubtedly become one of the leading Brand3s in the ecosystem due to everything it has built around it. What began as a narrative and art inspired by anime with exquisite artistry continued to offer many intangibles to community members.

And this is where the power of branding and creating a strong community lies, through many planned actions with a perfectly coordinated strategy. This should serve as a lesson for all those who want to launch a project and be relevant in the Web3 ecosystem. Now, we will list the roadmap of actions that were launched to achieve and maintain this unprecedented success.

• Oct 2021: Humble beginnings

• Nov 2021: "The vibe of the project in the early days was chill, lo-fi, relaxed."

• Dec 2021: The Website & Mindmap

• Jan 2022: Azuki Mint and Art Reveal (Raised $28 million)

• Feb 2022: ERC721A

• Mar 2022: Community Building and Bobu, Fractionalizing IP

• Mar 2022: The Garden Party and Airdrop Announcement

• Apr 2022: April Fools!

• May 2022: The New Reveal

• May 2022: Twin Jacket airdrop

• Jun 2022: Enter the Alley Azuki's 2nd irl event was at NFT NYC.

• Oct 2022: Collector's Profile and Introducing PBT

• Nov 2022: Ambush Collab and RedBull Racing Partnership

• Dec 2022: Efforts to enhance the Beanz

• Jan 2023: White Rabbit Chapter 3 by Shibuya

• Jan 2023: Welcome to Hilumia and partnering with Bilibili

• Feb 2023: Shipping Twin Tiger Jacket

• Feb 2023: Welcome Taro Bot and Introducing Jay & Jelly

• Feb 2023: Azuki: Spirit of Warsaw

• Mar 2023: The Museum of Dope Art in Hilumia is now open.

As we see, Azuki has never lost its magnetism with its community. Always offering something new and keeping the flame alive. This entire plan has helped them remain one of the most powerful Blue Chips to date. Even in times of crisis or FUD, like during the Zagabond case, the community continued to hold the bags and maintain faith in the project. It's a great case study to understand that this isn't just about being an NFT project; it goes beyond that. Azuki's purpose has always been to be the reference brand of the Metaverse. And now we see cases like Doodle, where when they announce that they aren't an NFT project, some users throw their hands up in disbelief. These users haven't understood anything; NFTs are a vehicle, a format, a medium. But they aren't the product because the real value here is the community and the brand created alongside them.

Unfortunately for me, my opportunity to continue being an Azuki ended. On March 17, 2022, my Azuki #5502 was stolen in a malicious link. From that point on, I lost all the utilities, benefits, and access to the community. Looking at it in perspective, it's a great injustice for an active member of the project. Like me, many have been taken away from potential projects in this way, and nothing could be resolved by the administrators of these communities. I think this is a point to be addressed by these new brands. I proposed several avenues, from creating a common fund to cover these losses on the part of the projects, to reserving some community NFTs for these cases, attempting to duplicate these NFTs and having those functionalities or improvements in the connection system of Metamask and similar incorrect malicious websites. Nothing has been done yet...

I recently discovered an organization trying to provide solutions regarding this type of digital crypto asset theft. It's called Gatekeep. They've created a system where you connect your main wallet to a secure backup wallet. When you deploy the Smart Contract and connect both wallets, a security Vault is established, which, in the case of a suspicious transfer, will save your NFTs and Tokens. The system works by activating a larger transfer in the gas emission operation, and the asset is sent to the protection wallet for having sent more gas in the operation. The project offers a lifetime membership that can be purchased on major marketplaces. I think it's a good investment for the time being until implementations arise in the blockchains and their UX to protect us.

I hope you enjoyed this Brand3 analysis from Azuki's perspective and its evolution of launches and partnerships. If you like, you can collect this Stolen AZUKI #5502 AKA Bruce. Maybe someday it will help optimized NFT brands assist lost holders.

Your greatest asset is the community...

Introducing MetaBranding

Traditional branding is dead. Revolutionize Web3 Branding: FLOC* creates immersive MetaBranding experience in the Metaverse for dynamic, community-driven brands. Find out in this article what we are experimenting with and sign up for the first session.

The Gatekeep Methodology

Gatekeep offers a unique theft prevention system for crypto assets, providing an extra layer of defense in the Web3 ecosystem. It uses open source contracts and an "interception" system to shield wallets from unauthorized transfers.

New era of decentralized brands

Signature Capsules, a sustainable fashion collective, is leveraging co-ownership models and smart contracts to disrupt fast fashion's centralized supply chains. The project fosters collaboration among designers, makers, and micro-factories, aiming to create transparent revenue-sharing models and traceable product provenance.

ΞSDOTGΞ.eth

@esdotge

Brand1: Price / Production
Brand2: Impact / Interaction
Brand3: Action / Attraction

#Brand3 #Web3 #DAO #Crypto
#HeadlessBrand #Design #Strategy

8

17:34 • 23 ene 2022

“Attraction is only intense when mystery is involved”
Anonymous

IKZ — “ikuzo”

War cry used by the AZUKI community. Similar to LFG, it means “Let’s go” in Japanese. 行くぞ

Collect this post as an NFT:

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Written and designed by @esdotge

One day while I was running after my cousin, something happened that I could see coming. It didn’t take an oracle like the one in the Matrix to warn us that the vase would fall and break into pieces. We stood and watched, not quite knowing what to do, until my grandmother arrived and saw the scene of the crime. We thought we were going to get a big scolding, but it happened on the contrary. She set out to pick it up and put it in a shoe box.

It was several days before we returned. What surprised us the most was that the vase was back in its place. What had happened? We looked at each other in amazement and approached to see if it was a new one, but no, it was the same one. A meticulous and delicate restoration left us spellbound, but where we could see well marked the scars of our passage.

At that moment my grandmother appeared and explained to us how she had restructured that vase. She also gave us a great lesson for those of us who define ourselves as “problem solvers”. My grandmother told us that she had painted the vase herself, that it was a gift from her mother and that over time it had undergone many changes. “Beauty is in the imperfections that show through time” she would say as she pointed out how she had pieced it together piece by piece.

It should be noted that my grandmother was a lady from La Mancha who had neither traveled to Japan nor knew the Kintsugi concept. This millenary art teaches us that true perfection, both aesthetic and inner, can emerge from imperfection and wounds. “The art of accepting damage”, as some historians say shows us the lesson that we should not be ashamed to hide wounds, but to enhance them.

We designers or brand builders lost during the creation process this way of looking at life, of facing a project that must remain alive and dynamic. We focus too much on geometry, on accuracy, on leaving something static that remains and does not lead to other interpretations. I have to admit that this so-called perfectionism has been with me for a long time and it is time to abandon it.

The Brand3 has arrived to leave behind conventionalism and rigid structures that oppressed the expressiveness of the project. Every opinion of every member of a DAO is relevant, even if they are not brand strategy consultants. The opinion and influence of a person outside the constraints of traditional branding can actually be more interesting than a great expert in brand management who is contaminated by its references and static thoughts.

It is necessary to free and let the communities make the brand their own. Do not say “this is as far as you can go”, do not set absurd limits. Break away from the identity manuals, erase the pages of incorrect uses, forget the Do’s and Dont’s. We are here to rethink the established, we cannot continue with processes of the past if we want to build the brands of the future. You have sold co-creation and you have not been able to ask your audience, those who live and feel the brand. Put design at the service of the community and not the other way around. Open your mind and start creating OpenBrands for an OpenSource world.

2023-02-04
—
Today, the sound of excavators striking the asphalt and sidewalk can be heard, while the shouts of builders and workers intermingle. These are the true builders, those who allow us to move forward on solid ground. They don't care about the footprint of the past, the details or the interventions of the inhabitants. Their purpose is basically to fix the imperfections and do it in the most optimal way, following the established planning and schedules. They have a clear system and they shape or articulate it depending on the flow of pedestrians and vehicles. At the end of the day, they try to leave everything prepared so that the access to portals and garages does not interfere or hinder the movement of citizens.

Their design system is composed of barriers, steel plates, and bricks. Some mobile components are used dynamically to evolve the final product every day. The process is important, and it is in plain view. The authentic Build in Public, pure open-source work. Without hidden methodologies, without lies, in raw form. What do we fear when building and creating brands to wait until the last day and show it to our audience? Is it really necessary to have so much mystery to wait for the wow effect? The years go by and I start to understand why our elders look behind the fence at those works. They are spectators who admire the evolution and change. The constant improvement and the passage of time in everyday life.

Now we are immersed in recovering a brand with more than 130 years of history to bring it back and build an authentic Brand3. For now, everything is happening in internal processes, numerous meetings where each builder does their independent work and shares it in stages. We see the progress, but still with traditional brand processes. We are gradually giving the project team the content, guiding each step, highlighting the effort, strategy, and creativity. And also updating them through Web3 training. It is a transformation, a journey through the crypto culture to reach an uncertain destination. How can we make them understand that there is no goal, that this is just the beginning and that there will come a time when the brand belongs to no one.

Decentralization is a utopia.

A utopia that marks that journey that started more than a century ago. Its founder, a visionary. His imagination did not put a brake on each of the publications that were launched, where we saw that perfection did not matter. where what mattered was the construction and consistency. That's the inspiration we need. Forget the static, everything is in motion, and so it should be. Why did we decide that everything should be so systematic, closed, and hidden along the way?

Brand3 must continue to break with the static. I would like everything to be fluid, organic, and dynamic. And if everything breaks, put it back together, with the same pieces or with new ones. Let many people decide, let it be transparent. Look from the outside to understand the context. Try, give it a spin, imagine and if necessary, break everything all over again.

After all, there will come a time when no one will remember the process. But it is possible that the gaze of an elder will always remind us of what that work was like.

Let's keep building...

Permisionless Brands

Following in the wake of Headless Brands, we see how building decentralized brands is a topic of concern for branding professionals who have taken the red pill. The current empowerment of communities and DAOs is impacting Web3 brands and processes need to be adapted to evolve into more dynamic and open strategies.

Introducing Absalom: An experiment in decentralized brand buidling

Experimenting is the only possible way to create a brand through community participation. There are several previous examples, little established theory or system and many people interested in this movement. That is why the moment we are living is so interesting. Shall we participate?

1105*

MCV has been one of the first #Brand3 trips we are building from FLOC*. We needed to explain this atypical process that is working for more than 90 “Blood Mages”. Decentralized leaders who have participated in major brand decisions. We must listen and open our eyes to see the opinions and feelings of the people who make up the brand.

S·G (on farcaster)

@esdotge

Early buyers of PFP's have a common characteristic:
We are Creative Build3rs.

#NFT #Creators #Community #Brand3

12

13:57 • 8 ene 2022

“I feel that there is nothing more truly artistic than to love people.”
Vincent Van Gogh

WAGMI — “We All Gonna Make It”

It’s a motto of power and revolution that brings together the values of community and fraternity. A way to express the joy of some present or future good news.

Collect this post as an NFT:

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Written and designed by @esdotge

They say there are two types of people, Talkers or Doers. I don't think I ever agreed to that statement. There is a third group of people: Talkers and Doers. These are the true #Builders of the ecosystem.

I love looking back and seeing what we've accomplished. Pointing out the mistakes, learning from those uncontrolled decisions that sometimes bring you success and sometimes turn into regrets. I try to improvise more and more, but the truth is that experience allows you to make quicker decisions. In the idea of construction, there is also the idea of reconstruction or improvement. Laying the foundations, thinking in the medium term and leaving it open, so that it can evolve.

This is about thoughts...

2023-01-21
—
Another year has come and gone, and as we reflect on the past, we see the progress that's been made and the setbacks we've faced. Many crypto-native brands have paved the way in Web3, but even traditional brands are trying to catch up.

Four years ago, we set out to create the first community-led Web3 strategic design studio: FLOC*. We were pioneers, and now we see that others are following in our footsteps. New studios and agencies are popping up, and even older ones are shifting their focus. But being a pioneer doesn't guarantee success - it's about continuing to innovate and never falling behind.

The concept of Brand3 is gaining more and more traction. We're working to improve the methodology for Web3 brands and taking risks to find new ways to build loyalty and relationships with communities. We're lucky to be a part of this constantly evolving ecosystem, where blockchain technology is finally being understood and applied to provide real solutions.

Every week, I try to highlight the three most positive news stories in the world of Brand3, because it's not just about instant success. It's about building it into every aspect of an organization, and working towards a utopia where the relationship between people and brands is improved. It's similar to decentralization - we must strive to understand it and work towards it.

This is still just the beginning of the journey.

Headless Brands

New blockchain-based decentralized organizations give users financial incentive to spread brand narratives of their own. The concept of headless brands comes down to community-driven brand dynamics of projects which have no centralized management.

NFT Canon

Life is not fungible. We’re all an ERC-721. We’ve discovered the power of digital assets and how to connect them to the real world. A sense of ownership is inherent to being human. We are the choices we make. The choice is what makes us different and at the gives us an identity at the same time.

A Prehistory of DAOs

Immersed in the middle of the DAO Season, it’s time to lay the foundations again. It will undoubtedly be the year of Decentralized Autonomous Organizations. We have a challenge and an opportunity to create the governance of the future from scratch. Without a doubt, this is exciting and hopeful.

S·G (on farcaster)

@esdotge

Attraction

The energy a brand gives off to connect with its key audiences and establish a relationship of impact and engagement.

#Brand3 #Web3 #HeadlessBrand

4

11:51 • 18 nov 2021

“No great discovery is made without a bold guess”
Isaac Newton

DYOR — “Do Your Own Research”

One of the first rules of investing. Educate yourself and look around. Even if you have a friend who is the crypto expert in your neighborhood you should rely on yourself to make the ultimate decision.

Collect this post as an NFT:

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Written and designed by @esdotge

New Year, New Newsletter!

Due to Twitter's closure of Revue (another disaster!), I have created Brand3 on Paragraph, the native Web3 newsletter platform. Many thanks for the recommendations in recent days to discover it, especially to Colin Armstrong for the introduction and proximity when presenting his project to me.

During the coming weeks, I will continue updating and publishing previous posts. I will try to review and update them to improve the experience. Thank you very much for being there and for this special year.

Without a doubt, 2022 has been the entry of Web2 brands into Web3, but it has also been the year where we have seen the greatest creative explosion on the part of native Brand3.

We have an exciting year ahead in the economy of creators and we will be here to tell everything that happens in the ecosystem.

Happy Brand3 Year! 🍻

Building Better Brands with the Participation of the Community.
We Want to Rethink Brand Building in the Web3 Ecosystem.

Brand3.io