Turning a one off NFT project into an entertainment brand with a healthy exit for the founders

The Sevens

Deliverables & Bespoke solutions

Owner profiles
Brand repositioning
Messaging
Design consulting
Content production
Video animation
Influencer management
Launch campaign

The Brief

The Sevens, one of the first anime NFT projects, wanted to build a reputable brand. But amidst the frenzy of NFTs, they found themselves in a saturated market. Numerous projects were capitalising on the hype, creating sceptical consumers hungry for projects with an authentic, clear and long-term vision.

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Chasing every new trend left The Sevens falling short of customer expectations. They struggled to communicate their vision and faced criticism from fans as a result. If The Sevens failed to define and help customers understand what they were trying to build, they jeopardised core supporter loyalty and risked being labelled as just another scam project - the dreaded “rug pull.” and ultimately failing in the face of a looming crypto winter.

The Sevens needed to transcend the fleeting NFT excitement. We created buyer anticipation in the hyped world of NFTs and built longevity in a highly saturated market.

The solution

We knew there was a crypto crash coming. We knew the only way to create a long term growth path and a healthy exit for the founders was to reposition the entire project.

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We conducted a comprehensive analysis, including stakeholder and team interviews, customer surveys, and a deep dive into the competitive landscape to understand the implications of the hype cycle for brands in new tech.

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The Sevens needed to transcend the fleeting NFT excitement. Drawing inspiration from successful entertainment brands, we crafted a vision to anchor The Sevens as an entertainment brand, with Web3 channels used to engage their community of customers, rather than being the core of their identity.

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To support the introduction of new characters in the second season, we rebuilt the brand. Working collaboratively with The Sevens project team, we developed a new narrative, employed a screenwriter to create a compelling story and provided design consulting to enhance characters. This breathed life into The Sevens' universe and elevated them to entertainment brand status. The culmination was an animated trailer, serving as a teaser for the upcoming season and a powerful communication tool to set the brand's new direction.

the process

Stakeholder interviews
Wider team interviews
Customer analysis and profiling
In-depth competitor analysis
Creative direction and brand development
Messaging strategy and framework
GTM strategy and launch campaign
Influencer outreach and engagement
Content development

the Results

Our predicted crypto crash came. But our holistic approach fueled the second season's success, selling out 7,000 characters within a week, and resonated with existing and new fans alike, providing The Sevens with a foundation for sustained growth in and beyond the dynamic Web3 landscape and the project founders a healthy exit to a Web3 gaming company for whom the Sevens Universe was a perfect fit.