Kaon · Sep 2024 — Jan 2025
BTCFi Infrastructure Go-To-Market
Full Stack Marketing
The Decision
"Orchestrated a strategic brand overhaul to capture the emerging BTCFi narrative. Aligned technical milestones with ecosystem partnerships and KOL co-marketing to dry-run the market, resulting in a successful testnet launch."
The Challenge
Rebrand and reposition a technical infrastructure protocol to capture the emerging BTCFi narrative window.
The Approach
Developed a disciplined academic/scientific brand aesthetic. Aligned technical milestones with ecosystem partnerships for maximum impact.
Key Initiatives
Complete brand overhaul (32-page guidelines), testnet launch campaign, AMA series, and ecosystem partnership announcements.
The Outcome
Successful testnet launch. Ecosystem partnerships aligned. Market timing validated.
Testnet Launched
Result
Aligned
Partnerships
Validated
Timing
The Work
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Brand Header
Brand Header
Brand Header
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Testnet Launch Announcement
Testnet Launch Announcement
Testnet Launch Announcement
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Markets on Bitcoin Campaign
Markets on Bitcoin Campaign
Markets on Bitcoin Campaign
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Secure Yield Messaging
Secure Yield Messaging
Secure Yield Messaging
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Key Innovations Visual
Key Innovations Visual
Key Innovations Visual
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EOT Campaign
EOT Campaign
EOT Campaign
BTCFiRebrandNarrative Design