How a career in illustration evolved to create thirdweb’s holistic brand experience

Tell us about yourself and what you do at thirdweb

Hi! I’m Carmen, I joined the marketing team at thirdweb this summer. I’m our UI and Graphic Designer, my role spans both marketing and product. That means that I work on graphic designs for marketing and also landing pages and do some product related work.

Before thirdweb, I worked at Dapper Labs which was exciting to see how the web3 space has grown and evolved. I’ve been learning about crypto and experimenting with branding and design work like how to build a brand, customer onboarding, wallet friction, specifically for web3 games and apps.

I’m definitely at a point where I’m amalgamating what I’ve learned to help build the tools to build the apps and on top of the different chains we’re interacting with.

What are the values/team principles of the marketing team?

We’re all experts in our domain. So we really rely on each other to expand more about what we know and bring it together to support thirdweb and share new ideas.

If there’s an idea for a campaign or video we encourage people to bring it up and brainstorm together. We build on it or have it spark inspiration for something new or something to add on to a launch.

Everyone is really ambitious and wants to make an impact when it comes to creating awareness about how our customers learn about thirdweb and how we grow our audience too.

I look after design impilcations to support these ideas to experiment and try new things.

Tell us about thirdweb’s approach to marketing.

We’re very content focused, so we’re always thinking about ideas and ways to showcase thirdweb products.

This is the core of what we’re trying to market and build. A lot of the time when there’s updates to products or things we can highlight, we think of the feature and have that drive the topic of our content pieces.

We’re always trying to showcase the work in a way that will start conversations and prompt people to think about where they fit in the web3 space, too.

So there’s part of it that’s about highlighting the product and another that’s really about learning about web3 and getting a sense of knowing what web3 is capable of in general.

The team has varied backgrounds and levels of experience, how does this impact the work that we do on the marketing team?

I love it! I always think that people with diverse backgrounds contribute a lot. So we embrace unique perspectives in order for the outcome of the project to be even more impactful and creative.

We’re brought into the space because we’re interested and passionate about web3 and so given our diverse areas of expertise and perspective it drives this collective passion even more which builds more impact.

What are some of the main obstacles our team faces and how do they overcome them?

Web3 is new and thirdweb is a startup so there’s a lot going on all at the same time. We’re doing multiple things at any given moment. It’s really about how we prioritize the work and knowing what to focus on.

There’s also a lot of change so pivoting and being adaptable is key to making sure we can quickly understand how to execute.

It’s actually a big advantage to be able to work this quickly and iterate as fast as we can. That’s part of our company value system, and we definitely feel that on the marketing team.

It’s a constant iteration experience, and I enjoy it because you end up learning so much in such a short span of time. It pushes my own design and technical skills too.

Thirdweb is a young company, what are you actively working on that you know is making a positive impact on our company vision?

I’ve been on the brand side since I produce our illustrations and graphics. I’m honing in on our brand tone and figure out where and how our brand shows up.

I make sure that our experience for anyone who encounters thirdweb is consistent and exciting throughout our surface areas. From Twitter posts to our landing pages, to our product dashboards, I think about our whole experience from end to end and so I’m always thinking of ways to make our brand stand out.