Launching a New Brand in Web3
ThorFi is an ecosystem of decentralized finance (DeFi) and Web3 protocols built to generate investment opportunities through diverse avenues, such as cryptocurrency, NFTs, blockchain nodes, and P2E gaming.
Rebranding and go-to-market content strategy
New website, campaign hero video, social derivatives, and blog posts
700,000+ organic impressions (45% increase) and 5.3% engagement rate
The growth of Web3 and the blockchain over the past few year generated as generated a lot of hype, but also a fair amount of skepticism, even among those who had been involved as investors since the early days of Bitcoin. Trust, transparency, and security are incredibly important factors for a successful Web3 company, and this was paramount to the team at ThorFi.
Secondarily, the Web3 economy can be very confusing, especially to newcomers, and the ThorFi team was eager to position its new brand as a thought leader in the space and open up doors to DeFi for more people.
However, ThorFi’s messaging system and product and service value propositions didn’t convey the simplicity it strove to create for new investors, and the brand’s visual identity fell short of reflecting its bold path ahead - one that offered freedom, individuality, and opportunity
After going through an entire rebranding process, we needed to bring the ThorFi brand to life and share its newfound principles with the world. We developed a go-to-market content strategy that included a new website, a 3D animated hero video, and social content across X, Discord, and Medium that featured custom animations and included content management, community engagement, and monitoring activities.
The content was distributed across three phases: pre-launch to tease the rebrand, day of launch to unveil the new brand, and post-launch to keep the community engaged with long-form content pieces and brand messaging highlights.
One month after launching the ThorFi brand, we generated more than 700,000 impressions (a 45% increase from previously established benchmarks) and with an average engagement rate of 5.3% across channels.
The successful launch of the rebrand led to additional projects with ThorFi, including the branding and launch of its Capsule NFT Marketplace.
