We reimagined brand to lead the next wave of privacy in Web3, launching "ZK by Design" as the foundation for a more private, programmable internet through a global rollout that unified its identity, activated 37 cities, and positioned it as a top five developer ecosystem and clear leader in zero-knowledge innovation. Our team managed omni-channel marketing to take them from zero to 100.

Heretic guided Morpho’s evolution from a DeFi utility into the neutral core of onchain lending. Through in depth stakeholder interviews, audience research, and competitive audits we mapped power users, fintech partners, and protocol builders around speed, safety, and global reach. The team translated these insights into a sharp positioning that names Morpho the invisible rail for open finance, with the mission to “Liberate the value of finance.” We built a narrative framework, message pillars, mood boards, and brand voice rules, plus key insight docs, pitch decks, website architecture, social playbooks, and outdoor concepts that empower teams like Coinbase and Revolut to champion Morpho.

We subverted the idea that the way to introduce a new gaming platform was through technical specifications and benefits, and instead we simplified our story. Be the “Netflix for games” and talk like a gamer would talk to their friend about a new platform, all while building a new community of enthusiasts that we liked to call “Team Luna.” Our tone leaned into the playful nature of the platform, always inclusive and fun while educating both casual and core gamers alike about the benefits of cloud-based gaming.

Icebreaker had a functional networking product but lacked a cohesive brand identity that matched their users' energy and ambition. Their messaging was scattered, visual identity underdeveloped, and content strategy inconsistent. They needed to differentiate from platforms like LinkedIn while communicating their value as a trust-based networking solution. We developed a comprehensive brand system spanning messaging, visual identity, and content strategy. Working through a structured three-stage process, we established Icebreaker as a "Confident Challenger" brand: bold yet professional, calling out traditional platform limitations while offering a compelling alternative.

Hourglass was in a dogfight to get more volume on their protocol. One of the biggest hurdles they faced was a clean brand, message, and high converting website to gain on their highly effective competitors. We rethought how the brand shows up in many different iterations, while focusing on a rethink of their website as the core deliverable of that brand. One of our more clever brand identities. Look for the hourglass in the logo...

We boldly redefined Gaia to disrupt the AI landscape, challenging norms and setting a new standard for decentralized knowledge ecosystems. Central to this transformation is “The Bloom” logo, symbolizing living, evolving knowledge within Gaia's dynamic network. With a strategic multi-phase marketing plan, we launched a sleek new website, a captivating branding video, and engaged KOLs to carve out a unique space for Gaia among centralized giants and open-source rivals. Our efforts positioned Gaia as the ultimate platform for knowledge holders and developers, offering a secure, adaptive ecosystem that breaks away from traditional AI. Embracing cutting-edge tech trends, Gaia is poised to lead the future of AI and knowledge.