We launched Huobi, the world’s leading digital asset exchange, from a zero customer base in the Australian market.
In four weeks Huobi Australia registered 2000+ users pre-launch, sold-out the launch event of 400 people, established their social media presence and made a few new friends along the way (ourselves included).
Our challenge was to build momentum and drive registrations in the lead-up to Huobi Australia's digital asset exchange launching in a bear market. We needed to ensure AUD was flowing through the platform from day one, at a time when volume and sentiment was low.
We also needed to build a community from the ground up (in four weeks!). With the KYC process restricted to Australian residents, Huobi Australia couldn’t lean on its global footprint of users, either.
We employed email marketing, built social media channels and influencer engagement programs to tap into the existing traders here in Australia. We ran a street poster campaign and designed and promoted an event to celebrate Huobi landing on local shores. We needed to position the exchange as something that the market here was lacking and build a campaign that was strategically sound and creatively on-point.
As Litecoin users and holders, we wanted to apply our creative agency’s skillset to the cryptocurrency. After conducting a survey on /r/Litecoin - asking the community’s input, critique and feedback on Litecoin’s branding - we identified an overwhelming desire to ‘evolve’ the brand.
The masses will only invest in - and use - something they feel is trustworthy, ‘professional’ and considered. And the first thing they see is the brand. And first impressions matter.
We used the following comments - derived from the community survey - as stimulus for our brief:
“Litecoin can be described as a lightweight Bitcoin made for daily spending”
“Litecoin was dubbed the silver to Bitcoin’s gold”
“Litecoin features faster transaction confirmation times”.
We wanted to retain and refine the identifiable elements of the existing brand, rather than making Litecoin unrecognisable.
Litecoin’s design must do the innovative technology justice and focus the brand around three attributes: trust, speed and the colour silver.
We believe that the more refined branding will give Litecoin a greater familiarity and professional look.
The new branding has been endorsed by the Litecoin Foundation and used as the Foundation’s preferred branding suite!
It has started to be rolled out across the social media accounts of key Litecoin influencers and affiliated platforms and services.