Marketing Lead · Programs Director · Brand Strategist
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They came to me after a flop. Two editions later, they had a nomination, a signature event format, and a brand worth protecting.
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The founder reached out after their previous edition didn't land. Attendance was low, energy was flat, and the event hadn't found its identity. There was a community that believed in the mission, but the execution hadn't matched it yet.
What I inherited wasn't a failure. It was an unfinished story. My job was to figure out what NFTNG actually was, build a format around it, and then make the market care.
"I didn't just plan events. I built the identity that made the events worth attending."
Over two years I led the full rebrand, conceived and launched what became the signature event format “Unchain Summer” and turned a struggling community gathering into a nominated, multi-day cultural moment that sponsors wanted to be part of.
Two years. Two editions. One complete brand transformation. When I came in, NFTNG had a community but no format, no narrative, and no market position. By the end of the second edition it had all three.
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Before
Previous edition underperformed. Low attendance, weak sponsor confidence, unclear identity.
2024
DeFi Summer 3-day format invented. SocialFi campaign launched. 20K+ signups. 3,000+ main event.
Nominated Best Web3 Event 2024.
2025
Unchain Summer expanded to a full week. Sponsor-owned side events introduced. Theme-led programming. 1,500+ main conference, 1,000+ football. Overwhelmingly positive sponsor and attendee feedback.
2025+
Rebrand complete. Unchain Summer becomes the flagship brand. Third edition in planning for 2026.
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Edition 03 · In Planning
Unchain Summer 2026 — currently in development.
Coming 2026
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The third edition is currently in the works under the Unchain Summer brand. Details to follow but if you've seen the trajectory, you already know the direction.