Email thread shared between Jeff Domke, Eugenia Digon, Mitchell Cuevas, and Muneeb Ali, between March 24th - April 4th.
The gist:
Main subject: Stacks brand in relation to Bitcoin - increase connection through brand identity.
Outstanding questions:
- Is a brand upgrade needed?
- Where is Stacks’ current brand failing exactly?
- TM feels that Stacks comes off as a separate currency, and not a Bitcoin L2. Are there ways to more closely align that Stacks is a tool in the Bitcoin ecosystem?
- Is there any data that can back this up?
- TM has felt the need for it and there are a bunch of other data points that point to the need sooner rather than later as well.
- What opportunities are we missing?
- When would be a good time to start with upgrades?
- A) Move fast, the narrative boost is now
- B) Risk of confusion and dilution at a time we're gaining traction
- How aggressive (rebrand) or subtle (minor updates) should the brand work be?
- TM desire: update color — need to figure out how to play nicely with BTC (orange) and have assets that are more closely tied to BTC.
- Prioritize sBTC brand first? What would that comprise?
Conclusion:
- Start now with small and progressive upgrades, non-aggressive.
- These can be visual, conceptual, strategic, verbal.
- We need someone hands-on and deeply involved to take care of the upgrades.
- Propose a plan for a bigger/official brand update (or rebrand, building a proper brand foundation) in the future, perhaps after sBTC
- This will need an external studio working on it + someone internal in the ecosystem to guide/lead the work
Jobs to do:
- Define what priority takes sBTC brand in relation to Stacks brand.
- sBTC brand:
- Stacks’ brand:
- Define issues and limitations of the current brand
- Define goals and scope for the small upgrades (now)
- Define goals for rebrand (later)
- Start **the process of a full rebrand
- Hire design studio
- Communicate to ecosystem entities about the full rebrand goals and timeline