The concurrency space is so new that it’s common for people to be a little skeptical of it. Coinberry was the new kid on the block when we began working with them, and this was a challenge that they had been facing since their launch. We saw an opportunity for Coinberry to differentiate itself as a brand and connect with its audiences on a more emotional level, simplifying the brand so that anyone could be a part of it.
2017 - 2018
When we looked at the world of digital wallet brands, we saw everyone saying the same thing, positioning themselves in a functional way and focusing on what their product did for you in only a transactional sense. What we noticed immediately was a lack of humanity and warmth. If we were going to make Coinberry, and crypto in general, approachable for everyone we would need to shift from the status quo. This was where we found Coinberry’s sweet spot.
The mission was simple; to provide users with the easiest and most secure way to buy and sell bitcoins at the best prices in Canada.
The strategy we developed was bold and definitive, inviting the audience to rethink what they thought they knew about cryptocurrency. We wanted to define what it means to be a crypto being, which humanized the brand and made it easier to connect with users. We looked deeply at our most basic needs as humans in order to build a strong narrative that clearly defined “why” we need cryptocurrency.
We positioned Coinberry as the leader in easy-to-use and secure services for purchasing and selling cryptocurrencies. We removed the idea of cryptocurrency being “way too disruptive” and “not for everyone”, and demonstrated that once the brand is stripped of all the fluff, it aligns with the most basic and familiar of our human needs. In a more expressive sense, these needs are cravings or necessities that unite the crypto community. Directly after Coinberry’s rebrand, the company saw a 13x increase in valuation. Put humbly, it was a great success and something we are really proud of.