How marketing helped a fintech brand gain new investors

We created a valuable marketing strategy and brand identity design for a new cryptocurrency

COMMUNICATION CHALLENGE

Cryptocurrencies have, in recent years, emerged to become a new store of wealth and increasingly a new method of exchange. This technological shift has brought many new varieties of coins that now compete with the leader, Bitcoin. With the expansion of the cryptocurrency world, new businesses have taken an interest. One of these new businesses approached us, looking for help with marketing and beyond.

Aiming to go global with marketing and advertising activities

More recently, LGR Crypto Bank of Switzerland—a leader in B2B digital money movement and end-to-end trade finance—established their very own cryptocurrency. The aim of the crypto bank was to better support supply-chain finance in the Central Asian Silk Road economies. These economies are Afghanistan, Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan, including modern-day India and Pakistan. More importantly, they aimed to develop a cryptocurrency for general online trades for traders wanting to trade with China.

Creating a marketing campaign that gains investors

The bank has a coin offering known as Silk Road Coin, and it approached us at Zigma8 to help better communicate this new enterprise. Our challenge was to create an understanding and a reassurance that would inspire initial investors to help fund the enterprise. To do this, we first needed to establish an audience understanding of its unique differentiator — that it caters to the oil and gas industry. Secondly, we needed to create reassurance that the coin can be trustworthy.

COMMUNICATION SOLUTION

The name Silk Road derives from the ancient passage of trade connecting the East and the West, passing through Iran. Its long-standing existence served as just one reason for the name of the coin. Another good reason was the location of our client’s enterprise. We highlighted these distinct and attractive points but did things a little differently. To compete with other offerings, we chose to stand out by representing heritage. This approach is contrary to familiar visuals found within the cryptocurrency community.

Creating the basics for an advertising campaign

We used a visual style that borrowed from symbols of historical trade, such as the usage of early typography. Our top branding team used the story of the Silk Road to brand the coin, adding iconography to represent aspects of the historic route. To help cement reassurance, we also helped the enterprise with certain materials. We designed their communications material, paying additional attention to their online identity.

Going the extra step with marketing

To top it all off and to truly stand tall beside other cryptocurrencies, we created the enterprise’s white paper. We also provided video production to help promote Iran and other neighbouring nations.

COMMUNICATION RESULT

As a result of our brand identity development, we were able to help Silk Road Coin achieve its all-important first step. We did this to inspire confidence among investors to set the coin on the path to being an established cryptocurrency.

Successful results with advertising

The Silk Road Coin has come a long way since we’ve helped them. Many online exchanges now recognise the coin and have it listed as SRC. It is known as being a new player in the field of cryptocurrency.

Delivering uniqueness with marketing and advertising activities

In conclusion, the Silk Road Coin is a unique offering, in a unique location and providing for a unique business situation, so we were proud to have been able to provide a unique creative solution.