Crypto · Blockchain · RWA · Tokenisation · DeSci
Web3, explained to people who don't live in it.
Content strategy, explainers, launch copy and documentation for crypto, blockchain, real-world asset tokenisation and decentralised science. I was head content strategist at Cerebrum DAO through $1.86M of tokenised research funding and a live clinical trial, and I write for Ledex, an RWA tokenisation platform. The jargon stays in the smart contract. The writing is for humans.
Why does most Web3 writing fail?
It's written for people who already agree. Every page assumes you know what a liquidity pool is, why an IP-NFT matters and what "permissionless" is doing in the sentence. The reader who could fund, use or regulate the project leaves after a paragraph. Meanwhile the hype vocabulary that's meant to excite people now reads as a warning sign to anyone who lived through 2022.
Tokenisation of real-world assets is the clearest example. The idea is simple: a token that represents a share of a building, a loan book, a royalty stream or a patent, so it can be owned, split and settled on-chain. The explanations rarely are. What does the holder own? What happens off-chain? Who's liable? Answer those plainly and the project sounds credible. Dodge them and it doesn't, however good the tech.
What I bring
- A record in the hardest version of it. Cerebrum DAO tokenises intellectual property in early-stage neuroscience, governed by a community, with a consumer product on the end. If I can make that comprehensible, your protocol is fine.
- Finance literacy. Fifty-plus pieces for Vestd on equity, share schemes, valuations and governance. Tokenised assets are equity with new plumbing; I already speak the old plumbing.
- Science and engineering literacy. DeSci, DePIN and infrastructure projects need a writer who can read the paper and the spec, not just the pitch deck.
- Journalism. Two years of daily coverage at DailyAI, including crypto and AI crossover. I know what a sceptical editor cuts.
- AI search. Web3 is a sector where people ask ChatGPT and Perplexity first. I structure content so it's the answer they get. How that works →
What I write
- Content strategy and editorial voice for a protocol, DAO or platform
- Litepapers, whitepapers and docs that a non-engineer can follow
- Tokenomics and governance explainers, proposals and vote summaries
- Launch announcements, raise copy and investor-facing one-pagers
- Community newsletters, Discord and X content with one consistent voice
- Website and product copy, including for the "no wallet required" consumer layer
Funds research through tokenized IP (IPTs), giving the community a stake in what gets discovered.
Cerebrum DAO, on how it works
The standard
In Web3, trust is the product
The projects that raised, retained and shipped were the ones a stranger could understand in a paragraph. That's a writing problem before it's a tokenomics problem, and it's the one I like most.
Talk about your project →Questions people ask
Questions about Web3 content
What is RWA tokenisation?
Real-world asset tokenisation is representing ownership of an off-chain asset, such as property, private credit, commodities, intellectual property or a share in a company, as a token on a blockchain, so it can be held, transferred, fractionalised and settled on-chain. The writing challenge is explaining what the token gives you, legally and practically, without hype. That's the part most projects skip and the part buyers care about.
What Web3 projects have you worked on?
Head content strategist at Cerebrum DAO, a decentralised science organisation that funds neuroscience through tokenised IP, through $1.86M raised across four projects and a clinical trial for Percepta. Content for Ledex, a real-world asset tokenisation platform. Crypto and blockchain coverage for DailyAI and other outlets, and equity and valuation content for Vestd that maps directly onto tokenised ownership.
Can you write for regulators and retail at the same time?
That's most of the job. Token projects have to be comprehensible to lawyers, investors, developers and the public simultaneously. I write the plain-English version first, keep every claim precise, and flag anything that needs legal review rather than guessing at it.
Do you write documentation and whitepapers?
Yes: litepapers, whitepapers, docs, governance proposals, tokenomics explainers, launch announcements, community newsletters and the website copy that ties them together.
Do you take payment in crypto?
I invoice in pounds or dollars. Stablecoins are fine if that's how your treasury works; we'll agree it up front.