2023 Wrapped: The Unbelievable Story of How Gen City Labs Came To Be
Happy Holidays to all!
I wanted to reflect on 2023 for Gen City Labs, and provide (non-GPT!) insight into some highlights about the year that stuck out to me.
First, I want to start off by gushing a bit.
About 15 years ago, I led a team of creative technologists and started an experience design studio, Helios Interactive, that created digital experiences for brands at events, festivals, retail, and more. In 2017, we sold that firm to a larger organization, where I continued with the team through 2021.
I got the itch to ‘get small’ and start something new, and although it was hard, I left the team and organization I helped build to create something new. After a few years of successfully innovating with emerging technologies, a twist of fate last year presented us with a unique opportunity: We were offered the chance to bring on the original Helios team and clients under our new Gen City Labs brand. I pursued the opportunity, albeit with, admittedly, a little trepidation.
I wasn’t sure that I wanted to dive back into the events space, to once again bootstrap a startup, or navigate the complexities of a corporate transition. But honestly, the prospect to once again work with some of my favorite people…to build high profile, amazing projects at globally recognized events…to embrace the challenge of rebuild something that had been my pride and joy for so long was too much to pass up. To be honest, it’s the people that sealed the deal. The minute I jumped back into the first calls with the team was like putting on an old, comfy pair of shoes — it was just a great fit.
And then began the challenge of integrating the original GCL team with the Helios team! I won’t lie — there were a few bumps in the road as we tried to define the new brand, restructure teams, and define processes... but I knew that both teams would be a great fit with one another, and despite those early growing pains we’ve created something really special once again.
Creating a new brand in the events and experiential space hasn’t been easy — but in one year we have established ourselves as a company to be reckoned with, thanks in no small part to the significant and effective marketing we’ve done.
The original vision of GCL was intended to be product — building a blockchain-based loyalty platform with some early clients, raise some VC money, and then go to market. And then… Silicon Valley Bank collapsed, and with it the majority of funding options. Luckily, the studio side of the business stood strong as an early revenue driver. We focused our efforts on that side of the business, which served us well throughout the year — and will continue to do so into 2024 and beyond. Our product strategy shifted over the course of the year — from building a singular product, to building lots of POCs (proof-of-concept) applications. Some of these might never see the light of day. Some of them might become tools that we could use for our studio work (like FLYWHL, our loyalty and engagement platform, as applied to Nissan and Rumble Kong League). Some of them could *still* become products if we find the right home for them. The ‘moonshot’ pursuit still lives — although it has evolved to be less of a focus as our brand-side business has grown.
Our development team is second-to-none. Constantly pulling rabbits from hats, while consistently producing excellent work — their ability to not only code, but to manage partners, address client concerns, and more has been a key to our success. The producers are rock solid — our process is what allows us to deliver efficiently and they are key to making that work. Our operations team continues to shine during both QA and on-site — that last mile delivery is something that puts us over the top when compared to other shops. Our sales team is the engine that keeps us going — they continue to relentlessly pursue projects big and small, and they are winning. Our creative and design team are operating at a level that is rare in the agency world — managing to achieve beautiful results in consistently compressed timeframes. Across the board, our teams are talented, dedicated, and just great people to work with. It has honestly been a pleasure to jump back into the world of experiential, but only because everyone here is just so great to work with. We have each other’s backs. We don’t have drama.
2023 brought some great projects to us
We had a major concept project with a large tech company that could have ramifications for both the web3 and AI space. We had major deployments with Capital One, Coinbase, AT&T, Deloitte, Raising Cane’s, EssenceFest, Detroit Lions, and more were executed with precision and the excellence that has made our team so well known in the marketing world. We traveled internationally, including launching the ApeFest Clubhouse Takeover in Hong Kong. We were part of major national campaigns, like the Nissan Heisman House, and joined the Made By Apes entrepreneur program. We piloted an original interactive AI character for use in an experiential retail campaign, and forged ahead with our AI-powered neural photo experience. We rekindled old relationships and launched some new ones with exciting agency partners.
And we did it all in a way that makes me proud.
Proud of the positivity. The teamwork. The camaraderie. And the work itself — superb, beautiful, and sometimes sublime. Good in sneaky ways — back end, front end… just a tour de force of subtle and overt excellence from all areas. We are HUMMIN’.
I appreciate all the hard work you’ve all put in this year — it’s a been a year of reconnecting, rebuilding, and reinforcing the things that we know how to do best — and as we look to grow in 2024, I couldn’t be more excited for the future — or more excited to share that with you all.
MLS
About Gen City Labs:
We’re a creative technology studio, crafting interactive experiences that captivate audiences and drive brand engagement. We collaborate with brands and agencies to bring their visions to life across both live and virtual channels, including bespoke web3 campaigns. Our team of experts leverage the latest technologies to create showstopping storytelling within interactive pop-ups, activations, flagship retail, tradeshow booths, innovation centers and more. GCL is the trusted partner of choice for Fortune 500 brands and global agencies.
If you’re interested in learning more, get in touch at info@gencitylabs.io.
Follow us on social: LinkedIn, X (Twitter), YouTube, Instagram
