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.
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.
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