Nonconventional
Industry
Podcasting, Media, Crypto, Creator Economy
What We Did
Founder Positioning, Brand Strategy, Brand Development, Personal Brand, Social Strategy, Content Systems, Community Building
30+ High-Profile Guests
Appeared in 2 seasons of Nonconventional
Community Building
100,000+
Podcast views within 6 months
Audience Engagement
3 New Ventures
Launched from the personal brand platform
Brand Strategy
A brand with a brain and a pulse
Ela Crain wasn’t just launching a podcast — she was launching a platform. A space for thinkers, builders, and boundary-pushers. The ones who don’t fit neatly into categories, and wouldn’t want to if they could.
Her project, Nonconventional, wasn’t about visibility for its own sake. It was a philosophical vehicle. An ecosystem. A media identity rooted in crypto culture, community values, and the radical power of questions.
She needed a brand that could carry all that — and a personal identity that didn’t get lost inside it.
From one founder, many futures
We built Nonconventional to do more than house conversations. It became a container for movement — future-proofed to hold media ventures, creative collaborations, and commercial extensions like Nonco Media (targeted at crypto startups and validators).
Working directly with Ela, we crafted a unified identity strategy across personal and brand layers. We shaped her voice, refined her POV, and designed the connective philosophy that tied it all together: A Brand Manifesto as guiding star.
We then went wide:
Built a decentralised creative team across time zones
Directed launch campaigns blending art, content, and community
Delivered a full-stack system that positioned Nonconventional as a space, not just a show
What happened
From mural campaigns to a genre-bending website, Nonconventional moved fast — but stayed grounded in its ideals.
Within the first year, Ela was joined by global guests like Tim Vieira, Michael Greve, Barbara Carrellas, and Ringu Tulku Rinpoche. Each conversation stretched the boundaries of tech, culture, and selfhood.
But more than that:
Ela gained a personal brand system that could evolve with her
The community grew around the ideas, not just the platform
And a new kind of founder identity emerged — one defined by curiosity, not convention
