Trust Wallet is one of the world's leading Web3 wallets.
In a fast-moving, increasingly competitive marketplace where others had already been quick to move their brands into a narrative-led space, they needed a revamped brand built on a solid strategy to build brand awareness, salience, and loyalty.
In order to onboard the next 60 million users, the brand had to be flexible to change and lean towards the aspirational, going beyond the focus on tech to speak to the utility it offered.
Areas owned as Head of Brand & Communications:
brand strategy | creative direction | copy & content | pr |
challenges
Unclear communication of the product's value and utility —
no established value proposition; Outdated brand lacking differentiation; Low brand recognition due to a tech-focused marketing approach; Difficulty competing with more established Web3 brands with better developed brand narratives; High barriers to entry for growth community; Inflexible brand architecture, limiting ability to scale product offerings
solutions
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Enhance brand awareness and recognition through rebranding, omni-channel product marketing, and compelling PR storytelling
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Create a value proposition document to guide and align all comms, drawing out Trust Wallet's USPs versus competitors
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Boost brand stickiness and retention by creating a Tone of Voice guide that helps to simplify the language used and makes communication across touchpoints more relatable
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Keep the core community engaged with a refreshed brand experience that better reflects the culture and ideals of Web3
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Create a flexible brand architecture to allow the brand to grow organically, able to flex with the future of the company & industry
creative solution
A new mission, vision, and set of values were established, and a brand strategy developed. This was all built in-house, working with the leadership team to build out the brand strategy and Tone of Voice guide that was then used to work with a creative agency to develop a new visual identity. The creative concept was formulated on the updated company purpose of ‘Freedom Foundations’, focusing on the inclusivity of Web3 services and infrastructure, a concept that is present throughout the new design.
A distinctive wordmark and custom hand-drawn illustrations were crafted, in addition to launching a new website and updating the Trust Wallet app to ensure a seamless user experience. The brand underwent a total transformation, embracing a duo-color tone and redesigning its identity, positioning Trust Wallet as a modern and memorable brand. The "Wallet" was also dropped from the wordmark to allow more flexibility to introduce new product lines in addition to the Web3 wallet, in line with the company's ten year outlook.