Turning Web3 infrastructure into a cultural movement.
Led the complete rebrand and creative direction for Irys, a permanent data storage network. Transformed a highly technical infrastructure product into a beloved global brand through the creation of the Sprite character—turning “boring” data storage into a world developers genuinely wanted to be part of.
Turning technical complexity into cultural relevance.
Position Irys as an approachable, culturally relevant brand in a space crowded with forgettable infrastructure protocols. Build and scale a creative organization capable of producing world-class content at Web3 speed while differentiating the brand from purely technical competitors.
Built the cultural engine behind Irys.
Created the Sprite character — a breakthrough creative concept that became the face of Irys and resonated globally with developers. Recruited and trained 8 world-class creatives across illustration, animation, 3D, motion, and engineering. Built scalable production systems that reduced timelines from 3 weeks to 1. Led creative direction for the incubation program and cross-market partnerships, expanding the brand’s reach across Asia, with major traction in Korea and China.
More culture. More traction.
Built a creative system that scaled across content, product, and community. Established a recognizable brand presence in Web3, accelerated production cycles, and positioned Irys as a category-defining infrastructure protocol with global reach.
