AmpleForth are untangling a fatal flaw in our inherited financial systems, inflation. They’ve created a low-volatility, inflation-resistant, commodity money. Designed to the new base money of the decentralised economy.
Early mover status gave the brand major liftoff but analysts believe "if the team employs developmental and community-building initiatives, the price might rocket,” - coinpedia.
In Web3, community is the engine driving brand growth. 72% of Web3 users actively engage with projects they believe in, and those projects see 50% faster adoption.
Chainalysis data shows that projects with strong communities have lower volatility and higher long-term holding percentages.
So, AmpleForth brought in Benzimra & Co, a web3 native marketing house of serious community architects, to lead a brand evolution. Our role was to develop a new visual identity.
"[tokens] show us that cultural alignment, narrative, and community engagement are as important as utility in the crypto space."
- Meltem Demirors, Chief Strategy Officer at CoinShares
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Research
We combined pieces of multiple research techniques to ensure that the brand architecture and visual identity for SPOT were both data-driven and aligned with the emotional, cultural, and behavioural dynamics of the Web3 community.
Behavioural segmentation, emotional journey mapping, quantitative analysis of onchain data, competitors and community as well as inspiration from outside the space.
Niche to Necessary
Ampleforth was an early mover in the space but that isn't enough to sustain momentum. The brand needed to amplify their USP and bring people in.
To solidify this narrative, Benzimra & Co. positioned SPOT as the token that starts playful but becomes a gateway to obsession. The relationship between the two brands became about bridging the gap—from fun to fundamental, from niche to necessary. We built SPOT’s identity on this contradiction, knowing that the crypto space thrives on this counter-cultural tension.
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