One of None Labs
We design moments people can tap into. Product drops, live events, and full activations where culture, technology, and storytelling collide, built to be felt in the room and measured after it.
One of None Labs is our in-house creative studio. We concept, design, and run connected experiences end to end, from a product drop to a festival activation to a multi-stop circuit. Whatever the format, the physical touchpoint becomes a live digital channel that keeps working after the moment ends, capturing first-party data, deepening engagement, and giving brands and sponsors something they can measure.
Project Details
Breakaway Music Festival
What happens when festival merch does more than look good? Breakaway came to One of None Labs to turn merch from a one-time transaction into a growth engine for revenue, data, storytelling, and long-term engagement. We transformed standard tour merch into NFC-connected products with tap-to-unlock experiences that rewarded fans for engaging, sharing, and showing up, scaled across cities. A grand prize giveaway used countdown timers and dynamic redirect logic to keep fans tapping back. In-festival taps unlocked drink vouchers, hydration packs, and gift cards. At-home taps unlocked partner discounts. Delivered with sponsors including Celsius, Jimmy John's, Senorita, and Hiyo, the program turned anonymous attendees into qualified audience profiles Breakaway now owns.
Year: 2025
Services: Drop Strategy, Product Development, Marketing, Tech Strategy, Event Activation
Performance: Stats from the One of None Product Cloud
// 28% Unique Tap Rate
// 89% Registration Rate
// 92% Reward Claim Rate
Breakaway Music Festival is a US touring festival that brings globally recognized artists to local cities across the country. Founded in Columbus, Ohio in 2013, Breakaway blends electronic, pop, and hip-hop crossovers into a multi-stage, fan-first festival experience.
Featured Projects
Events
Music
Events
Tech
Fashion
Fashion
Project Details
Breakaway Music Festival
What happens when festival merch does more than look good? Breakaway came to One of None Labs to turn merch from a one-time transaction into a growth engine for revenue, data, storytelling, and long-term engagement. We transformed standard tour merch into NFC-connected products with tap-to-unlock experiences that rewarded fans for engaging, sharing, and showing up, scaled across cities. A grand prize giveaway used countdown timers and dynamic redirect logic to keep fans tapping back. In-festival taps unlocked drink vouchers, hydration packs, and gift cards. At-home taps unlocked partner discounts. Delivered with sponsors including Celsius, Jimmy John's, Senorita, and Hiyo, the program turned anonymous attendees into qualified audience profiles Breakaway now owns.
Year: 2025
Services: Drop Strategy, Product Development, Marketing, Tech Strategy, Event Activation
Performance: Stats from the One of None Product Cloud
// 28% Unique Tap Rate
// 89% Registration Rate
// 92% Reward Claim Rate
Breakaway Music Festival is a US touring festival that brings globally recognized artists to local cities across the country. Founded in Columbus, Ohio in 2013, Breakaway blends electronic, pop, and hip-hop crossovers into a multi-stage, fan-first festival experience.
Stats
Brands
50+
Products
35,000+
Impressions
50,000,000+
Testimonials
Max Siegelman, Founder of Siegelman Stable
“Our American Red Cross collab was the perfect opportunity to leverage our One of None partnership, marking our 3rd collection we’ve launched with their authentication tags. We continue to add new features to our collector experience, keeping us at the forefront of tech and innovation.”
Jorge Peniche, Creative Director of The Marathon Clothing
“One of None is the perfect platform to help expand Hussle’s legacy of innovation. The Marathon (Vault) is the perfect additional to help usher the Proud2Pay movement to the digital age. I look forward to what’s to come in our partnership.”
Andrew Dost – Grammy Award–Winning Musician
I feel like the One of None technology aligns perfectly with that vision - it’s more or less a limitless technology that creates a vessel for many ideas. Even in the initial quick buildout, it provides a clear home for a lot of different MBT-related things, and I only see that growing as the band continues to make things and evolve.
Art Mobb - PLEXI-GLASS ARtist
“As an artist, who wouldn’t want to have the best of both worlds? As far as having the digital asset and the physical asset, especially as a collector. That’s the pinnacle of being a collector, is having that One of None.”
Max Siegelman, Founder of Siegelman Stable
“Our American Red Cross collab was the perfect opportunity to leverage our One of None partnership, marking our 3rd collection we’ve launched with their authentication tags. We continue to add new features to our collector experience, keeping us at the forefront of tech and innovation.”
Jorge Peniche, Creative Director of The Marathon Clothing
“One of None is the perfect platform to help expand Hussle’s legacy of innovation. The Marathon (Vault) is the perfect additional to help usher the Proud2Pay movement to the digital age. I look forward to what’s to come in our partnership.”
Andrew Dost – Grammy Award–Winning Musician
I feel like the One of None technology aligns perfectly with that vision - it’s more or less a limitless technology that creates a vessel for many ideas. Even in the initial quick buildout, it provides a clear home for a lot of different MBT-related things, and I only see that growing as the band continues to make things and evolve.
Art Mobb - PLEXI-GLASS ARtist
“As an artist, who wouldn’t want to have the best of both worlds? As far as having the digital asset and the physical asset, especially as a collector. That’s the pinnacle of being a collector, is having that One of None.”
Max Siegelman, Founder of Siegelman Stable
“Our American Red Cross collab was the perfect opportunity to leverage our One of None partnership, marking our 3rd collection we’ve launched with their authentication tags. We continue to add new features to our collector experience, keeping us at the forefront of tech and innovation.”
Jorge Peniche, Creative Director of The Marathon Clothing
“One of None is the perfect platform to help expand Hussle’s legacy of innovation. The Marathon (Vault) is the perfect additional to help usher the Proud2Pay movement to the digital age. I look forward to what’s to come in our partnership.”
Andrew Dost – Grammy Award–Winning Musician
I feel like the One of None technology aligns perfectly with that vision - it’s more or less a limitless technology that creates a vessel for many ideas. Even in the initial quick buildout, it provides a clear home for a lot of different MBT-related things, and I only see that growing as the band continues to make things and evolve.
Art Mobb - PLEXI-GLASS ARtist
“As an artist, who wouldn’t want to have the best of both worlds? As far as having the digital asset and the physical asset, especially as a collector. That’s the pinnacle of being a collector, is having that One of None.”
Max Siegelman, Founder of Siegelman Stable
“Our American Red Cross collab was the perfect opportunity to leverage our One of None partnership, marking our 3rd collection we’ve launched with their authentication tags. We continue to add new features to our collector experience, keeping us at the forefront of tech and innovation.”
Jorge Peniche, Creative Director of The Marathon Clothing
“One of None is the perfect platform to help expand Hussle’s legacy of innovation. The Marathon (Vault) is the perfect additional to help usher the Proud2Pay movement to the digital age. I look forward to what’s to come in our partnership.”
Andrew Dost – Grammy Award–Winning Musician
I feel like the One of None technology aligns perfectly with that vision - it’s more or less a limitless technology that creates a vessel for many ideas. Even in the initial quick buildout, it provides a clear home for a lot of different MBT-related things, and I only see that growing as the band continues to make things and evolve.
Art Mobb - PLEXI-GLASS ARtist
“As an artist, who wouldn’t want to have the best of both worlds? As far as having the digital asset and the physical asset, especially as a collector. That’s the pinnacle of being a collector, is having that One of None.”
A creative studio for Connected Experiences
Every experience we build is connected. We see who tapped, when, where, and what they did next, whether that tap came from a hat on a shelf or a wristband on a festival floor. That turns a launch or an event from a one-time spike into a channel for revenue, data, storytelling, and long-term engagement.
For a brand, that means a qualified list of real fans instead of an anonymous impressions. For a sponsor, it means touchpoints and outcomes you can actually prove. For the next event, it means a case study that helps sell the one after it.
We can help you build the program, our platform will make it compound.
Product Development
We design the physical thing people want to own. Hats, jerseys, bandanas, cards, apparel, and collectibles, each built to carry a connected touchpoint without compromising the design. From first sketch to sourced, sampled, and production-ready piece, made to look good and tap even better.
Marketing strategy
The engine behind every launch and everything after it. Product releases, event campaigns, and the ongoing brand, social, and content work that keeps momentum between moments. Positioning, story, timing, and go-to-market that earns attention, moves product, and turns a single drop into repeat engagement.
NFC/RFID Solutions
The connected hardware layer. We source, encode, and integrate NFC and RFID into any product or touchpoint, then wire it to the One of None platform for authentication, registration, rewards, and first-party data capture. Redirects can change without re-encoding, so an experience keeps evolving after it ships.
Events & Activations
We turn a live events, pop-up shops, and conferences into one connected experience. We design single activations and multi-stop circuits where loyalty and data carry from one event to the next, the reason a partner or sponsor can sign once and activate everywhere.
Custom Digital experience
The creative build behind every tap. Art direction, graphic design, 3D animation, film, motion, and the connected digital experiences themselves. The visual system and production quality that make a drop or an event feel like a real moment in culture, not just another email in the feed.
Collabs and Partnerships
We make partnerships happen. Sourcing and matchmaking, coordination across brands and artists, deal structure, licensing, and approvals. The operational glue that gets a co-branded drop from the first handshake to a finished product on the shelf, on time, on brand, and built to convert.
Our Playbook
01 Brief
We start with the goal. Revenue, launch heat, fan data, sponsor value, or all of it. We pressure-test the idea before we design a thing.
02 Design
We build the product or the experience and the creative world around it, then map every touchpoint and what each tap will unlock.
03 Activate
We run the moment. Product, campaign, and live activation, on-site or online, with the connected layer live from the first tap.
04 Prove
We report what happened. Taps, registrations, conversions, and audience insight you keep and reuse.
Project Details
Breakaway Music Festival
What happens when festival merch does more than look good? Breakaway came to One of None Labs to turn merch from a one-time transaction into a growth engine for revenue, data, storytelling, and long-term engagement. We transformed standard tour merch into NFC-connected products with tap-to-unlock experiences that rewarded fans for engaging, sharing, and showing up, scaled across cities. A grand prize giveaway used countdown timers and dynamic redirect logic to keep fans tapping back. In-festival taps unlocked drink vouchers, hydration packs, and gift cards. At-home taps unlocked partner discounts. Delivered with sponsors including Celsius, Jimmy John's, Senorita, and Hiyo, the program turned anonymous attendees into qualified audience profiles Breakaway now owns.
Year: 2025
Services: Drop Strategy, Product Development, Marketing, Tech Strategy, Event Activation
Performance: Stats from the One of None Product Cloud
// 28% Unique Tap Rate
// 89% Registration Rate
// 92% Reward Claim Rate
Breakaway Music Festival is a US touring festival that brings globally recognized artists to local cities across the country. Founded in Columbus, Ohio in 2013, Breakaway blends electronic, pop, and hip-hop crossovers into a multi-stage, fan-first festival experience.