Brand Strategy & Verbal Identity
Digital money for the digital age.
Lower the barrier to entry.
With a growing business and strong internal compass, Coinbase was ready to start telling their story to the world. They wanted people to better connect the dots between their vision and their offering, and ultimately, attract new and different kinds of users.
A future-proof story.
We audited existing communications, dug into musings from key stakeholders and learned as much as we could about cryptocurrency. What emerged was a clear set of guidelines for how Coinbase should position themselves in the marketplace and the implications for tone of voice and messaging. We developed a brand manifesto to rally internal teams, pillars of brand personality to guide external expression, a framework of features and benefits and proof-of-concept messaging to arm content creators with actionable copy ideas.