What did we want to do?

Simple, just launch a brand in one of the most noisy, crowded and opaque markets in the financial services world: cryptocurrency.

What did we do?

Firstly we needed to have a position that could make DSX distinctive. We landed on the fact that DSX was professional and, above all, regulated. While the rest of the cryptocurrency world kept on bleating about how they needed room to breathe without the glare of regulation, DSX took up the position that if it was to ever be taken seriously, crypto needed to work with the traditional financial sector not against it. This became the basis of our brand strategy and our messaging architecture.

What happened

We created a distinctive position and tone of voice in the market. Then we built a messaging architecture around it that allowed DSX freedom to get involved in the right debates and, stand out from the crowd. We then implemented this position and architecture across all of DSX’ assets, from website to brand design and even down to selecting the right professional font. This gave DSX the necessary platform to clearly outline who their audience was and, importantly, make it clear who it wasn’t. All in all, we launched with 5000 new traders, one new payment partner and a self fulfilling exchange.

What did we learn?

Crypto is a bonkers place to be. No one really knows whats going on and everyone is desperately trying to have an opinion. By taking the higher ground and aligning much more closely with banks and well established financial institutions, we were able to be seen as a different type of player in the crypto world.

© Sandy young Photography 07970 268944

PICTURED early morning walker looking at Fanny.
A 19ft tall inflatable in the shape of a vagina is seen in the sky over Edinburgh for the Elvie #LetFannyFly campaign. PRESS ASSOCIATION Photo. Picture date: Sunday August 11, 2019. The campaign comes as the womenÕs health brand were prevented from sponsoring and appearing at the Edinburgh Fringe festival, where they intended on educating the public around pelvic floor weakness in a bid to tackle the taboo around incontinence, which means many women don't seek treatment. The original plans - including an educational pop-up - were deemed Ônot suitableÕ by Edinburgh City Council and the organisers of the Festival due to representations of vaginas used to raise awareness of this health problem. Photo credit should read: Sandy Young/PA Wire

E: sandy@scottishphotographer.com
W: www.scottishphotographer.com


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