*thesis is a cryptocurrency-related company that creates products and protocols surrounding things like blockchain security and spending bitcoin in the real world. They’re idealists, principled, and actually make real things, which we’ve come to understand is rare in this shadowy corner of the digital economy. We entered their world to give them a brand, a voice, and a website designed to get like minds to work for and with them on their many revolutions-in-progress.
We conducted a 3-hour brand sprint with the *thesis crew, culminating in a brand strategy, voice and tone that captured their intelligently anti-establishment, rigorously researched nonconformist spirit. We call it “Sage Punk” — thoughtful and chaotic, DIY and disruptive, and a whole lot of fun to write and design for.
Design played up the company’s stark views of the global economy and of its own industry. Content strategy helped *thesis tell the right story to prospective hires (their main audience as they grow and launch new projects): one that walked the line between anarchy and breaking the rules to change the game. The main message: Changing the world requires having the choice to be a part of the “system” or not. Opt out or opt in — black, or white.
Austere and cerebral, our work for *thesis pushed our buttons and our boundaries. And as the company grows, we expect to add to the experience, profiling new protocols and helping *thesis’s leadership spread their radical but well-researched ideology to the rest of the world.Thesis