Marko Pavlović
Co-Founder of GoldHorn
The rebranding process with Brandician was a truly enlightening experience for GoldHorn. Their expertise and guidance helped us to clarify our brand’s mission and values, and create a visual identity that accurately reflects our position as a trusted and knowledgeable leader in the cryptocurrency industry.
The rebranding process was thorough and professional, and the end result has been transformative for our business. We are now able to effectively communicate our message and connect with our target audience in a way that was not possible before. I can’t thank the team at Brandician enough for the valuable work they have done for GoldHorn Crypto!
About GoldHorn Crypto
GoldHorn is a well-established strategy provider on Iconomi, one of the best crypto social trading platforms. As the market for cryptocurrencies has evolved and grown, GoldHorn recognized the need to update their branding to better reflect their mission and values. After careful consideration, they decided to embark on a rebranding journey to modernise their image and better connect with their target audience.
The Challenge
GoldHorn’s brand was struggling because the text, look and feel, and other elements were not cohesive and did not accurately reflect the company’s identity. This made it difficult for GoldHorn to effectively communicate its message and stand out in the crowded cryptocurrency market.
GoldHorn’s brand was struggling because the text, look and feel, and other elements were not cohesive and did not accurately reflect the company’s identity. This made it difficult for GoldHorn to effectively communicate its message and stand out in the crowded cryptocurrency market.
GoldHorn’s brand was facing several problems that were holding it back from achieving its full potential. One major issue was that the brand was not well defined. Different brand elements, such as the logo, website, and messaging, did not work together cohesively and did not accurately reflect the company’s mission and values.
This lack of coherence made it difficult for GoldHorn to effectively communicate with its target audience and differentiate itself from competitors.
The Objective
The rebranding process involved conducting market research, defining the brand’s positioning, creating a new visual identity, and implementing the changes across all touchpoints. The goal was to create a cohesive and impactful brand that clearly communicated GoldHorn’s expertise and dedication to helping people navigate the exciting but sometimes overwhelming world of cryptocurrencies.
So GoldHorn Crypto reached out to Brandician to start the process of identifying their brand identity and devising an effective way to present this to potential customers and investors.
Process
The branding process for GoldHorn included understanding the needs and objectives of their target audience through market research and determining the brand’s archetype. This helped us define the brand’s personality and create a brand persona that resonated with the audience.
With this foundation in place, we were able to create a new visual identity, messaging, and positioning, and implement the changes across all touchpoints to create a cohesive and impactful brand.
Discovery and thoughts
During the discovery we realised that there was no central theme to the GoldHorn brand. Instead, it was a mix of different archetypes, including Sage, Explorer, and Ruler. This lack of focus made it difficult for the brand to effectively communicate its message and connect with its audience.
We also noticed that the GoldHorn marketing presentations focused primarily on technicalities, rather than addressing the needs and desires of its customers. This made it difficult for the brand to connect with its audience on an emotional level and create a meaningful and memorable brand experience.
It was clear that the GoldHorn brand was in need of a clear direction and focus in order to effectively communicate its message and connect with its target audience.
Archetypal analysis
As part of the branding process for GoldHorn, we conducted an archetypal analysis to help define the brand’s personality and characteristics. This involved analysing existing materials such as the website, printed materials, and marketing programs to understand how the brand was currently being perceived by its target audience.
The archetypal analysis revealed that the brand lacked a central theme and focused primarily on technicalities, rather than addressing the needs and desires of its customers, leading to a lack of emotional connection with the target audience.
Plan of action
The branding process for GoldHorn involved several key steps to ensure that the new branding accurately reflected the company’s mission and values, and effectively communicated those to its target audience.
- Research. First, we needed to establish a clear understanding of GoldHorn’s customers and their needs and objectives. This involved conducting market research to gather insights about the target audience and what they were looking for in a cryptocurrency education and investment provider. This research helped us to identify key pain points and desires that we could address through the rebranding process.
- Developing brand personality. Once we had a good understanding of the target audience, we were able to determine GoldHorn’s brand archetype. This helped us to define the personality and characteristics of the brand, and provided a foundation for the visual and messaging elements of the rebrand. By identifying the brand archetype, we were able to create a brand persona that resonated with the target audience and effectively conveyed GoldHorn’s unique value proposition.
- Implementation. Only after these segments were made clear were we able to move forward with the next steps in the rebranding process. This included creating a new visual identity, defining messaging and positioning, and implementing the changes across all touchpoints. Through this process, we were able to create a cohesive and impactful brand that effectively communicated GoldHorn’s expertise and dedication to helping people navigate the exciting but sometimes overwhelming world of cryptocurrencies.
The Results
1. Research
To begin the rebranding process, we conducted a customer questionnaire and interviews with stakeholders to gather insights about the target audience and create a detailed customer persona, which we referred to as the “strategy follower.”
The results of this research confirmed our hypothesis that the Sage archetype was a good fit for the GoldHorn brand and provided deep insight into the customer persona and its needs. This helped us make informed decisions throughout the rebranding process as we worked to create a brand that resonated with the target audience and effectively addressed their needs and desires.
2. Branding guide
Then we created a comprehensive branding guide that serves as the foundation for what distinguishes the company from its competitors. This guide outlines the key elements of the brand, including the visual identity, messaging, and positioning, and provides guidelines for how to consistently apply these elements across all touchpoints.
Logo
The company’s logo is a crucial element of the GoldHorn branding, and we worked to make it more simple and relatable. This involved removing any noisy or unnecessary elements and streamlining the design to create a clean and smart aesthetic.
3. Communication strategy
Then we developed a comprehensive communication strategy that included a mix of written and social media content. This strategy was designed to effectively reach the target audience and provide them with the information they needed to make informed decisions about their cryptocurrency education and investment strategies.
Check the result – GoldHorn Insights
Next thing was creating a visual identity that was unique and easily recognizable.
4. Visual identity
Website
The previous website had a few areas that could have been improved, such as a brand story that was not fully developed, a color scheme that did not align with the company’s image, and the use of stock photos which resulted in a lack of uniqueness. Additionally, it was heavy on technical data and lacked a cohesive look and feel. As a result, it failed to effectively communicate the company’s mission and values to its customers.
With the new website, Brandician has attentively addressed the previous issues by developing a cohesive and clear brand story, adding visually pleasing elements, and improving the overall visual coherence.
The new website now provides easy-to-read, clear and concise information, to help customers make informed decisions quickly. As a result, the new website effectively communicates the company’s message, values and products, and delivers an outstanding customer experience.
Custom artwork
Another key aspect of this was replacing soulless stock photos with original artworks that were created with the help of AI. These artworks were inspired by the exciting world of NFTs, which have gained widespread attention in the cryptocurrency industry in recent years. By incorporating those elements into the visual identity, we were able to create a brand that was fresh, exciting, and reflective of the innovative nature of the cryptocurrency market.
We created a set of icons and banners for the company’s crypto strategies that were designed to be the most distinctive and clear on the Iconomi platform. These icons and banners helped to visually represent the various strategies offered by GoldHorn and made it easier for users to quickly identify and compare different options.
In addition to the icons and banners, we also conducted a complete overhaul of the GoldHorn Twitter channel. This included creating new graphics and templates that were consistent with the brand’s visual identity, as well as updating the content and tone of the posts to better reflect the brand’s mission and values.
Conclusion
The rebranding process with Brandician was a huge success for GoldHorn. We worked closely together to refresh the company’s identity and accurately reflect its mission and values. The new branding has helped GoldHorn effectively connect with its target audience and continue to grow and thrive in the volatile cryptocurrency market. We are dedicated to continuing our partnership with GoldHorn and supporting their ongoing success as a trusted and caring provider of cryptocurrency education and investment strategies.
Marko Pavlović
Co-Founder of GoldHorn
I am genuinely stunned by the flexibility and pristine desire to help deliver the perfect rebranding that the team at Brandician brought to the table. It has been a great pleasure to work with them, and they listened to our needs and worked tirelessly to help us create a vision and bring it to life.
Our cooperation with GoldHorn Cryprto continues, as with many things in life – nothing is ever fully complete. We continue to offer assistance in new material design of brochures, materials for events, and supply much of the content for articles posted on the site. This requires constant attention and strategic planning. We focus on embedding the brand archetype into every facet of our work for Mosaic – never forgetting that our work carries great responsibility.