transforming the economics of the new internet
what we made with them
Paragon’s technology gave them the possibility for too many use cases, and like many groundbreaking technologies, they were a solution in search of the right problem.
They needed to find some focus. To do that, we started by identifying their first best customer, defining their signature use case in-market, and crafting a unique value proposition. By getting clear on why they exist and what they provided, we were able to help Paragon advance to the next phase of growth and drive new behaviors for how people interact with NFTs.
brand strategy—value proposition, target persona
verbal identity—brand character, brand voice, strategic messaging, copy bank, campaign copy, social content strategy
visual identity—dynamic logo, behaviors in motion, typography, UI elements
brand expression—social media assets, swag
generative design—prompt engineering support for chatgpt to speak in brand voice
as a product-driven brand build for web3 natives, paragon needed to show up through UI first and foremost. and while ui development can be a workstream in and of itself, the proto design team sprinted to design ways where the paragon identity can be built into product as they prepared for launch.
the web3 space is a sea of sameness when it comes to web experiences. so the proto team designed an immerse sketch for paragon’s website—helping them to differentiate themselves with design and story right from the homepage.
startups don’t need thick brand guidelines that pontificate on pixel perfect details. they need generative tools that help them design on brand, at pace. below are a few tools the proto team developed to help paragon’s designers do just that.
more than most sectors, brands in web3 need to be nimble with constant communications. From discord channels to social media, paragon needed to be able to craft language and story for their community at pace and a high volume and a small comms team. so proto developed a way for them to use chagtp without compromising on brand character.
kate’s role: director of verbal design, co-leading identity development with degen and seasoned brand vet, proto’s head of brand design, ryan atkinson.