COINEXT - BRANDING & SERVICES

Context

Coinext is a Brazilian cryptocurrency exchange that has stood out in the market, being recognized as one of the best in its category, having received prestigious awards such as the CoinTimes Awards and the CriptoAwards. Since its establishment in 2017, their purpose has been to make Bitcoin and other cryptocurrencies accessible, secure, and revolutionary investment options for all investor profiles. In 2021, we they received the "Best Brazilian Exchange" award, as well as being recognized for the "Best Customer Experience." 

 

Challenge

Our challenge was to understand the perception of customers, financial planners, and non-customers about Coinext, as well as to understand the current financial planning market, especially in a context where trust and authority are fundamental amid an environment marked by fake news, unserious brands, and frauds. From this, we sought to review our positioning and business model to better meet market demands and reinforce Coinext's trust and authority.

 

Strategy

Based on the challenge presented, our strategic approach with the brand focused on two main axes:

 

1. Branding, Positioning, and Performance: After a deep analysis of the scenario, we aimed to optimize our role in the market and reinforce our positioning as one of the main voices in the sector.

2. Platform and Digital Channels: We translated our communication and positioning into strategic guidelines and channels capable of reinforcing our presence as one of the most recognized brands in the market.

Our Approach:

 

What We Accomplished

• We conducted extensive opinion research with experts, investors, active and inactive clients to better understand their perceptions and needs.

 

• We promoted workshops with the board and consultants to co-create a CSD matrix, Identity Mandala, and define our brand identity, customer journey, and competitive differentials.

 

• Development of a new brand manual, where we redesigned the positioning, language, and social media strategy.

 

• We developed an institutional campaign to communicate our new positioning.

 

• We built a new website aligned with audience expectations.

 

• We implemented tactical guidelines for more effective communication, including educational and informational content about cryptocurrencies.

 

• Development of an Influence Marketing Strategy aligned with the audience profile and adapted to consumption needs and behaviors.

 

Challenges Overcome

After the project, we overcame several challenges and optimized the brand in the sector:

 

• We established a clear and prominent positioning compared to competitors.

 

• We launched an optimized website aligned with audience expectations, institutionally clear, with quotation tools, a complete guide to market introduction, and different types of currencies, a blog with articles and news, etc.

 

• We improved a new branding manual adapted to the market, providing clear guidelines and a distinctive brand positioning.

 

• We enhanced our communication strategies to strengthen our authority in the market, focusing on education and information. This included demystifying fake news, guiding the public on investment practices, and offering a curation of financial market news, always endorsed by an always-on media plan and Influence Marketing reinforcement.

 

Results Achieved

Our strategies resulted in a better brand positioning and reinforced Coinext as one of the leading exchanges in the market. We optimized our acquisition flow through digital channels and strengthened our authority through educational and informative content.