Branding
Sandstone is a staking pool operating on the Cardano blockchain. In the highly technical and fast-moving world of Web3, a product cannot succeed on code alone, it needs a clear identity and a deep understanding of its users. During this engagement, I stepped in to lead the core brand strategy and user experience foundations for the platform.
I designed and facilitated a series of collaborative brand and tone of voice workshops with the stakeholders. The goal was to take complex blockchain concepts and translate them into a clear, approachable, and trustworthy brand message that resonates with everyday investors and crypto enthusiasts alike.
Following the workshops, I developed a comprehensive set of user personas. These personas were built to align the internal team, bridging the gap between product development and marketing strategy. By mapping out the specific goals, frustrations, and behaviors of different staking user types, we ensured that future feature releases and promotional campaigns would directly target real user needs.
This project highlights my ability to act as a strategic partner, helping technical Web3 teams establish the human centered foundations required to build a loyal community.
