Pyth was already established inside the DeFi bubble. (That’s your blockchains and your cryptos). Delivering real-time, high-fidelity price data from 500+ sources on 100+ blockchains, to power billions in trading volume. The next step in the company's growth would be adoption from traditional institutions.
This required a brave evolution, inside and out. We guided the team to their new position in the market, and wrote the next chapter in the brand’s narrative.
1. Sector authority. Pyth was chasing too many trends, losing its own distinct narrative. It was time to level up and lead the sector. According to Pyth’s strengths, not the competition’s.
2. Jumping the chasm. Developing a narrative that would be impactful with the mainstream, while sticking true to the passionate community who’d supported the brand to this point.
3. Internal alignment. Team members lacked a unified answer to the question, "What is Pyth?" We had to replace confusion and hype with a unified hymn sheet. Clarity. Cohesion. Conviction.
Pyth were playing on competitors’ terms. The main narrative was speed, so Pyth said “We’re really fast” (they are, but they’re not the only ones). It was time to flip the script and position Pyth where others weren’t. With a deep understanding of their business and product, we set a new agenda: Purity.
In this space, Pyth could evolve – from emerging to mainstream – and take the industry in a new direction where Pyth was the leader. “Keep it Pure” united the team. It became a common mantra between internal staff who were previously unaligned, and the red thread for the project. Brands are built from within.
Positioned to lead the industry to purity, we gave Pyth a voice people would follow. Visionary. Expert. Charismatic. Cutting through the crypto hype and jargon. We developed bespoke value propositions for three distinct audiences, and made sure Pyth’s voice could flex its phrasing for each. A little more charisma here. A little more expertise there. Just like a person. This way Pyth stays true to its roots, while maturing into a brand that is welcomed by mainstream institutions.
We developed a visual world that instantly owns purity. Audiences are welcomed, calmed and reassured with ample white space, high legibility and precise layouts. Energising this calm space, a refined suite of neomorphic visuals in a balanced colour palette exudes purity, quality and maturity. Arresting attention, earning trust and delivering on Pyth’s vision.
Brand in place, it was time to introduce Pyth to its future fans outside its existing bubble. “We needed to make a lot of noise with not a lot of time.” As Creative Director Eddie Fisher says, “The ingredients were there; a tenacious client with huge ambition, a simple but disruptive idea, and a fierce hands-on production partner to help us make this happen. In a category driven by jargon-heavy tech bros, we chose a human touch... the everyday cauliflower… to cut through the noise.”
Our production partner Kode describe the campaign film as “a truly modern take on the term ‘mixed media’, with puppet pigeons, hand-sculpted head pieces, and Shakespearean costumes all set to a backdrop of AI.” Just like Pyth, it’s a gamechanging marriage of the modern and the trad.
New institutional partnerships: Revolut, Integral, Historic collaboration with US Department of commerce, the DOC became the first US government agency to publish verified economic data across blockchain networks, and the first Joint Roundtable between SEC and CFTC in 14 years happened. Pyth is a cornerstone in the new world financial order.
“It takes 2 sides to make work like this; a client committed to being bold and memorable and a creative team behind it who can articulate the complex in truly unique ways – fortunately this had both in abundance”
