TOKEN2049: brand, site & 2.3x checkout completion
Jon Li
Overview
TOKEN2049 is the world's largest crypto event, running across two cities a year.
The brand had to work everywhere at once. Billboards, the website, sponsor decks, signage, produced by different people at different times. There was no single system holding it together, and at that scale the inconsistency is visible to everyone. A sponsor commits six figures against those assets, nine months before the event exists.
Duration: 9 months, active.
Category: Conference.
Scope: Branding, Website, Product.
TOKEN2049 brand guide mock up
TOKEN2049 revamped website hero section
Approach
Co-led the brand work with their internal team rather than handing over a finished book
Set tighter rules and less decoration, so a sponsor's logo sits inside the system without clashing
Rebuilt the website to carry both audiences, attendees buying tickets and sponsors committing nine months out
Built one system that holds on a billboard, a sponsor deck and a screen
Ran creative direction and QC on internal output, so consistency survived being produced by different people
TOKEN2049 revamped website partnership page
TOKEN2049 experience page design
"Lime Studio has been more of an extension of our team than an external partner. They took the time to understand what TOKEN2049 stands for, then sharpened the brand and rebuilt the website to match the scale the event has grown into. When we tested their ticket checkout against the one it replaced, it converted 2.3x better, and our own analyst confirmed the result. The thinking is always considered, the execution is consistent, and they've earned our trust across everything the brand touches."
Rainy, Head of Design, TOKEN2049
TOKEN2049 A/B test comparison, new design converted 2.3x better
The Call
Crypto has a look, and it comes from the trenches. Memecoin energy, neon, noise. It's the default for a crypto event because it matches the audience.
TOKEN2049 sells to sponsors. A sponsor commits six figures nine months before the event exists, and puts their own logo next to yours. That doesn't get signed off against something that looks like a trading Telegram.
So we built it to read premium instead. Tighter rules, less decoration, and a system a sponsor's logo can sit inside without looking out of place.
The cost is that it doesn't look like crypto. We gave up the hype that travels furthest online for the version that gets signed.
TOKEN2049 wayfinding map at the event
TOKEN2049 sponsors portal
Outcomes
The system runs across two cities a year. It covers the website, sponsor materials, event collateral and signage at venue scale. Nine months in, it's still the foundation for everything the brand touches.
The checkout is the clearest measure. In September the new ticket flow ran head to head with the previous Gevme flow, traffic split evenly for six days. It converted 6.4% of buyers against 2.8%. TOKEN2049's own analyst called it: 2.3x the purchase rate, statistically significant.
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Posted Oct 15, 2026
The world's largest crypto event with no single system behind it. We co-led brand and rebuilt the site; the new ticket checkout hit 2.3x the old completion rate.
