Sideblock on the Hill — Event Visual Identity

Turning a Multi-Host Blockchain Event Into a Unified, Playful Experience

Sideblock on the Hill is a co-hosted side event held during Korea Blockchain Week, bringing together a diverse mix of companies and communities across the crypto ecosystem. The challenge was clear: create a cohesive visual identity that could unify multiple hosts under one banner while capturing the event's open, casual spirit.

As Creative Director & Brand Designer, I led the full visual development—from identity design and graphic systems to editorial layouts and printed materials. I built a vivid color palette designed to cut through the noise of social feeds and event listings, while still feeling at home in the venue's indoor-outdoor setting. I also collaborated with the event video team, directing music selection and editing to ensure a consistent tone carried through to motion.

The visual language draws on playful interpretations of Pizza Hill, the event's location, weaving in motifs of pizza, beer, and hillside architecture. These elements work together to signal a relaxed, social gathering rather than a conventional industry event. The result is a flexible system that balances bold visibility with approachable warmth—inviting spontaneous engagement both online and onsite.