01
Project Overview
Crate.io
Crate.io is a company made up of a team of passionate and experienced professionals who develop solutions for the fast-paced, data-intensive world of today. After raising funding and hiring a new head of marketing, the company underwent a strategic shift towards a customer and revenue-generation focus under the guidance of a new CEO. As a result of this restructuring, Crate.io recognized the need for a full rebranding to align with its new direction and scaling startup status.
02
Results
01 - A Fully Aligned Team Around a New Vision and Mission
Created and shared a comprehensive brand strategy including visual identity materials and proposed company value-based activities for the operational team.
02 - A Marketing Team Equipped with a Full Brand Strategy
A north star Metric was introduced to the team to properly be able to measure the brand's success across the user base as well as the costumer base.
A north star Metric was introduced to the team to properly be able to measure the brand's success across the user base as well as the costumer base.
03 - A Sales and Growth Team Equipped with all the Updated Supporting Sales Materials
Comprehensive branded documentation was built for the sales and growth team which allowed for proper process management and brand scaling.
Comprehensive branded documentation was built for the sales and growth team which allowed for proper process management and brand scaling.
03
The Challenge
What was the existing state?
Crate.io's growth goals geared the leading team towards revenue generation. To align with this strategy, they needed to rebrand, develop a new vision, brand personality, and visual identity. The biggest challenge for our team was to organize the work such that aligning the early and new team members towards the new vision would be as seamless as possible.
04
Our Startegy
Crate.io
01 - Multi Layered Team Workshops
After an initial diagnosis session with the head of marketing, we went through a series of layered workshops across teams: from marketing and product, to ExCo.
After an initial diagnosis session with the head of marketing, we went through a series of layered workshops across teams: from marketing and product, to ExCo.
02 - Personality
Our layered approach gained buy-in for a new brand at all levels of the company, considering teams and individual sentiment towards the updates.
Our layered approach gained buy-in for a new brand at all levels of the company, considering teams and individual sentiment towards the updates.
03 - Vision and Mission
Group and individual sessions helped us understand team members' goals and alignment, leading to a comprehensive company vision, mission, brand strategy, and positioning documentation for marketing and sales teams, enabling proper process management and brand scaling.
Group and individual sessions helped us understand team members' goals and alignment, leading to a comprehensive company vision, mission, brand strategy, and positioning documentation for marketing and sales teams, enabling proper process management and brand scaling.
05
The Solution
What we did?
01 - Brand Strategy
By gaining insight into each team member's objectives and alignment through group and individual sessions, we were able to develop a comprehensive brand strategy, company vision, mission, and personality.
By gaining insight into each team member's objectives and alignment through group and individual sessions, we were able to develop a comprehensive brand strategy, company vision, mission, and personality.
02 - Updated Visual Identity
We played an integral role in updating, developing, and producing numerous materials for the brand. This was done in close collaboration and lead by Crate.io's internal design team.
06
Brand Execution
After defining the brand's personality, vision, mission, and positioning, our creative team developed custom documentation and visuals that aligned with the new brand and its new visual identity.
