At its simplest explanation, eian is a protocol that allows the fractionalization of traditional investment assets using blockchain technology.
Effectively, they’ve created a white-label-ready solution for privately held companies, investment funds and anyone else with traditional assets, to launch an ICO (initial coin offering) as an alternative to other capital raise methods.
The biggest challenge here was taking a number of incredibly complex concepts around pioneering technology and breaking them down in a method that provided value to different audiences with various levels of understanding of that root technology behind the platform. We were targeting investors in eian, blockchain enthusiasts, folks from the finance industry that would eventually see huge benefits from this platform.
The second biggest challenge was corralling the sheer level of expertise around this project. This was a very new team that included folks like one of the original founders of Twitter, the CEO of The Stanford Endowment and a plethora of Ivy League credentials. With that much talent in the room, it became that much more important to help focus the content strategy.
The biggest challenge here was taking a number of incredibly complex concepts around pioneering technology and breaking them down in a method that provided value to different audiences with various levels of understanding
I was brought in to create the foundation for what would eventually (and quickly) grow into a full in-house marketing team. We were looking at a website, a substantial white paper and a pitch deck that would be used as the platform went through their funding rounds.
The website would focus on high-level messaging, using the white paper as both an opportunity to deep dive into the platform and as a premium piece of content to be used as a list-builder for future content marketing initiatives.
We went through two major branding rounds as a result of some conflicts revolving around the original branding. Here's a very brief look at some of that exploration.
Conveying the complex nature of the eian project required scores of custom graphics. These were used throughout the website, the white paper, the pitch deck and would be used in future content initiatives. Here are a few of the highlights: