The Power of Creative in Emerging Technologies
As a creative in the emerging technologies space, it’s not uncommon to encounter broken user experiences and a mandate to market them. When an early-stage, fast-moving technology project is deemed “ready” for commercialization, it often clashes with existing technical specifications and market viability. However, this is where creatives come in – to solve problems, sharpen focus, improve user experience, and make products work.
The blockchain in media and advertising market is booming, with a projected growth from $2.68 billion in 2025 to $48.5 billion in 2030. Despite this growth, many crypto teams struggle to reach mainstream users because they focus too much on technology and not enough on experience. This is where creative work comes in – to uncover and resolve product conflicts, resulting in better usability and storytelling.
Creative as a Translation Layer
Creative is not just decoration; it’s the missing ingredient that transforms technical innovation into real acceptance and emotional connection. It’s the translation layer between technology and culture, helping brands connect with their audiences and assert their place in culture. Good design connects crypto and culture, enabling brands to abandon the “Diagram-only” aesthetic and position themselves as credible players in broader markets.
A normal marketing truth remains: mainstream acceptance requires experience rather than explanations. Creative work invites users, and if the success of a campaign depends on a CTA, you can expect your product to perform better on launch day. That’s because designers, copywriters, and every person in the room can see the flaws and work together to smooth them out.
The Future of Culture is Digital
The future of culture is digital, and crypto is the rail. Crypto projects reflect the biggest questions of our time, such as how power is distributed, how people organize, and how values are exchanged. However, poor design makes you look cozy in your category; great design positions you as a competitor at the forefront of your broader competitive group. With more eyes on crypto than ever before, it’s time to meet the moment. Creatives help technologists articulate their place in the market and create entry points for the masses.
Creative branding exercises across endless off-sites can help teams find market fit for their product. By having a conversation between the team and creative people equipped with the tools to visualize the why, teams can bring more clarity than any external collaborator ever could. Seeing your brand in action will unleash you and free you and your team to say something out loud to the rest of the world.
Creative as a Diagnostic Tool
Marketing is diagnostic, and creative is the recipe. Every creative campaign starts with the same questions: Who cares? What do you promise? Does it work? Crypto projects are often paralyzed and reluctant to bring a hypothesis to market; they test nothing, learn nothing, and remain stuck in their echo chamber. Creative work uncovers points of friction and forces you to smooth them out, making technology not only easier to explain but also easier to use.
Creative is what makes your product work. It connects products to users and keeps developers from being left in the dark. It transforms features into ownable assets and datasheets into sticky differentiators. Creative is not decoration; it’s the intelligence age’s barrier to entry for exponential growth. Because until the wheels fall off – yes, every user cares what it looks like, and yes, you make these products work.
Learn more about the power of creative in emerging technologies and how it can help your project succeed: https://crypto.news/crypto-users-will-go-where-the-creative-tell-them/
Jenny Mauric is Head of Creative at Blokhaus, where she leads brand strategy and campaign development at the intersection of Web3, blockchain, AI, and culture. With a background in design and creative direction, Jenny has designed globally recognized campaigns and immersive brand experiences for clients such as Solana, Art Basel, NEAR AI, Algorand, Red Bull Racing, SXSW, and more.
