How To Build A DAO's Brand

A conversation between Jess Sloss and Peacenode of Seed Club on the latest episode of Building At The Edges.

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How To Build A DAO's Brand

If you’ve interacted with Seed Club any time since spring 2021 then you’ve certainly seen the work of Peacenode. His textured visuals evoke a feeling of wheat paste adhered posters that comprise certain cityscapes. That’s not by accident: Peace comes from the world of band poster-making. He actively integrates that distinctive aesthetic and the idea of posters as communication and distribution method into building the Seed Club brand, and most recently serving as creative director for Chaos, the headless band initiative from Songcamp. 

Peace finds creative inspiration from such timeless technological brands as PC Mag and Whole Earth Catalog, aspiring to create something that will persist through of-the-moment design trends. But how is this fundamentally any different from building a brand in web2? In web2, the webpage is designed and shipped for an audience to consume. In web3, we now have web products that are experiential, and that your community affects. Peace identifies this concept as “brand as coloring book.” It’s another way of saying branding in web3 is brand building in multi-player mode.