Results
New positioning
The brief
The Mint, based in Oslo, issues GNRC, a token backed by Greenlandic rubies and sapphires. It was strong on legal; what it needed was a story that attracts customers, and a visual identity to carry it.
Starting point
The Mint was strong on legal, but its story did not yet attract customers, and its visual identity was still to be set.
Outcome
A narrative built on two buyer personas, a brand manifesto ("Built to Outlast and Outlive."), one visual system for every surface and a Q4 go-to-market roadmap.
What we did
- Storytelling: who it is for, and the story they are told
- Brand positioning: how it looks, reads and sounds on every channel
- Go to market: the distribution layer
The approach
The Mint is not the hero of this story; its client is. MOIC built the narrative around two personas: The Guardian, a family principal who wants his wealth to outlive him, and The Oracle, the family office director or wealth manager who has to explain, verify and recommend the asset with confidence. Each one has a story of its own, from the problem to a three-step plan that ends in a conversation with The Mint.
Delivered
- Two buyer personas, The Guardian and The Oracle, each with a seven-step story
- Brand manifesto: "Built to Outlast and Outlive. Designed for Generations to Come."
- Campaign imagery and a three-colour palette: azure blue, tan and ruby
- One visual system across photography, type, colour and data charts
- Proposed LinkedIn company page and website hero
- Three content pillars: storytelling, product and investment
- Q4 roadmap: LinkedIn editorial calendar, a newsletter every two weeks, and reporting
The work
