The next billion to adopt crypto will go where the creative tell them | Opinion

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Being a creative in emerging tech can feel like navigating broken user experiences with a similarly broken brief: market this. When an early, fast-moving tech project comes to us “ready” for marketing, we know that the product roadmap will inevitably clash with existing tech specs, and the specs will wrestle with product-market fit. The story will tiptoe around technical accuracy. And we’re okay with it because to us, creatives solve almost everything for technical teams fighting through the muck. In fact, the creative is what sharpens focus, smoothes user experiences, and makes products… work. 

Summary

• Blockchain in media and advertising is booming — from $2.68B in 2025 to a projected $48.5B by 2030 — yet most crypto teams fail to reach mainstream users because they focus on tech, not experience.
• Creative work reveals and fixes product friction, forcing better usability and storytelling. Marketing isn’t fluff — it’s a feedback loop that sharpens both product and message.
• Good design bridges crypto and culture, helping brands shed the “degen-only” aesthetic and position themselves as credible players in broader markets.
• Creative is the translation layer between technology and culture — not decoration, but the missing ingredient that turns technical innovation into real-world adoption and emotional connection.

The blockchain in the media and advertising market hit $2.68 billion in 2025, with projections pointing toward $48.50 billion by 2030, yet teams are finding that traditional product-first approaches and hopeful social stunts aren’t scaling beyond early adopters. Why? Because a normie marketing truth endures: mainstream adoption requires experience over explanation — I’m talking about the kind of thinking that creates competitive separation, elevates story over product alone, and invites true battle testing. 

In an industry long defined by developer dominance, noisy online personalities, and a reluctance to acknowledge the role of agencies, I propose a reframe: Creative will turn products into something people will actually use. 

Creative exposes product-market fit

Marketing is diagnostic, and a creative is the prescription. Every creative campaign begins with the same questions: Who cares? What do you promise? Does it work? Too often, crypto projects hesitate to take any hypothesis to market, paralyzed; they test nothing, learn nothing, and remain stuck in their echo chamber. 

Creative work exposes friction points and forces you to smooth them out, not just making technology easier to explain, but easier to use. Campaigns invite users, and when a campaign’s success hinges on a CTA, you better believe your product works better on launch day. That’s because designers simply can’t let it go, copywriters cannot stand a broken voice across touchpoints, and every person in the room, upon closer inspection, sees it too.

The future of culture is digital, and crypto is the rails. [Some] crypto projects mirror the biggest questions of our time, like how power is distributed, how people organize, and how value is exchanged. Literal money is at the center of it all. So why do these brands look like products from outer space? Bad design makes you look cozy in your category; great design positions you as a contender among the leaders of your broader competitive set. We’re there. More eyes on crypto than ever. It’s time to meet the moment. Creatives help technologists articulate their place in the market and create entry points for the masses. With few exceptions, looking like a degen-only crypto product is asking to be ignored. 

Creative branding exercises over endless off-sites 

While you’re searching for product market fit, your brand and product should still be standing on a solid foundation. You have an audience, a team that believes, and users (hopefully). I wager that a conversation between your team and creative people, equipped with the tools to actually help visualize the why, brings more clarity than any off-site ever could. We have a saying, “We need to start seeing JPEGs.” Because it’s true. Creative completes the sentence. To see your brand in action will unstick you and set you and your team free. More importantly, it’s the blueprint for you and your team to say something out loud to the rest of the world. Progress. 

“Creative will make your product work” is a crazy thing to say to people who are on hour twenty-five of coding something right now, or who rightfully believe that every single last dollar needs to go towards engineers, product owners, and the people who make this darn thing turn on. Fortunately, this op-ed won’t find them. 

But to those of us creatives who make sure the world sees, understands, and cares about technology, let me wax poetic: We connect products to users and prevent developers from building in the dark. We turn features into ownable values, and spec sheets into differentiators that stick. Creative isn’t decoration; it’s the translation layer between technology and culture, and it’s the Intelligence Era’s barrier to entry for exponential growth. Because until the wheels come off—yes, yes, every user cares what it looks like, and yes, you make these products work.

Jenny Mauric

Jenny Mauric is the 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 shaped globally recognized campaigns and immersive brand experiences for clients including Solana, Art Basel, NEAR AI, Algorand, Red Bull Racing, SXSW, and more. Passionate about technology and storytelling, she helps emerging tech brands connect with audiences and claim their place in culture.