Archway empowers developers to launch decentralized apps and smart contracts globally while earning automatic rewards. I collaborated with Archway’s founding team to define their brand positioning, identifying key customer demographics and crafting a bold, memorable identity. We chose a vibrant orange as a cornerstone of the brand, guided their naming process, and developed a comprehensive brand book for their flagship launch. A year later, Archway refreshed its branding while preserving many elements of our original strategy. For their relaunch, I wrote and directed a whimsical brand video, capturing the story of developers leveraging Archway and showcasing the unique benefits of their blockchain platform.