Friends With Benefits 

A counter-culture community that is home to experimental artists, musicians, designers, writers, builders, and thinkers around the internet. Some people call us a “DAO”. 

I started off as a part-time contributor to the membership team. This was especially important as press, investment, and general awareness from tech people grew. Eventually, I switched over to my own department full-time. Initially, as a one person marketing team, expanding the brand identity, design, and voice of our public-facing accounts & assets.

This was by far my most creative and crazy full-time job, and marked a whimsical time in my life. I feel endlessly grateful for what I’ve been able to create with FWB and have made friends for life through our community. 

Social Media Growth

I grew our twitter from 0 followers to 62k and our instagram from 0 to  just over 14k today. Our emails ranged from 50% openrate on a 10k list. And for member emails the open rate was around 60% for 4k members.

The brand account’s tone occupied the space between friendly, casual, snarky, curious, and sometimes, a tiny bit crunchy.

Brand Design & Identity

I have blended a lot of influences of the organic with the digital.

Pulling inspiration from publications like Whole Earth Catalog and The Pattern Language. FWB’s beginnings and branding are also highly influenced by the early digital <> physical scenes like BlogHaus, MySpace, and Indie Sleaze spaces that a lot of our founding members came from. It represents our community well, and members were equally excited about it.

In 2022, I had the honor of working alongside David Rudnick and his team at Terrain to set a foundation for FWB Fest branding. I expanded the brand and brought all assets from production to physicality. It was a feat to bring to life and I was super proud of it.

In 2023, I was brought on to art direct and co-design fest’s annual identity with a dear friend, Eric Chen. This time, we pushed it further with merch and more physical artifacts. I also carried the identity of fest over to a physical book, Collaboration Cookbook, co-published with our friends over at Metalabel.