SatoshiLabs Brand Rebrand & Content Strategy
SatoshiLabs Brand Rebrand & Content Strategy
The Challenge
When I joined SatoshiLabs in 2020, Trezor was known primarily as a technical hardware wallet company. While the product was excellent, the messaging was too technical and intimidating for newcomers to Bitcoin and crypto security.
Key Constraints:
- Technical messaging - Content was written for experts, not beginners
- Inconsistent branding - Different teams had different approaches to communication
- Limited content infrastructure - No systematic approach to content creation
- Hardware focus - Messaging centered on technical specs rather than user benefits
The Strategy
I developed a comprehensive brand and content strategy focused on making crypto security accessible to everyone:
1. Brand Rebranding
- Human-centric messaging that focused on user benefits over technical specs
- Brand guidelines that unified all communication across teams
- Product packaging and UI copy for Trezor Safe hardware series
- Tone of voice that was approachable yet authoritative
2. Content Architecture
- Educational content for Bitcoin beginners
- Security tutorials and best practices
- Thought leadership articles for the crypto community
- Video content for complex security concepts
3. Product Integration
- UI copywriting for Trezor Safe 3, 5, and Keep models
- Product packaging that communicated security benefits clearly
- User onboarding content that reduced friction
The key insight was that people don't buy hardware wallets for the technology - they buy them for the security and peace of mind they provide.
The Execution
Brand Guidelines
- Comprehensive brand book with voice, tone, and messaging frameworks
- Product copywriting for all new hardware releases
- UI/UX copy that made complex security concepts accessible
- Marketing materials that focused on user benefits
Content Production
- 80+ articles on crypto security and thought leadership
- Video production including concept, script, storyboard, and direction
- Educational series for Bitcoin beginners
- Security best practices for advanced users
Video Production
- End-to-end video production from concept to final delivery
- Script writing for complex technical concepts
- Storyboard creation for visual storytelling
- Direction and presentation for educational content
The Results
Brand Impact
- Unified brand voice across all communication channels
- Human-centric messaging that resonated with both beginners and experts
- Clear product positioning that focused on security benefits
- Consistent user experience across all touchpoints
Content Performance
- 80+ articles published on crypto security and thought leadership
- Video content series that educated users on security best practices
- Improved user onboarding with clearer messaging
- Enhanced brand recognition in the crypto security space
Product Success
- Trezor Safe 3, 5, and Keep launched with clear, benefit-focused messaging
- Improved user adoption through better communication
- Enhanced security education through content and video
- Stronger brand positioning as the trusted security solution
Key Learnings
What Worked ✅
- Human-centric messaging that focused on user benefits over technical specs
- Comprehensive brand guidelines that unified all communication
- Educational content that built trust and authority
- Video production that made complex concepts accessible
What Didn't Work ❌
- Overly technical content that intimidated beginners
- Inconsistent messaging across different teams
- Feature-focused communication instead of benefit-focused
- One-size-fits-all content without considering user experience levels
Next Steps
The brand foundation is now in place for continued growth. The focus has shifted to:
- Advanced security education for experienced users
- International expansion with localized content
- Community-driven content from successful users
- Innovation in hardware security communication
This case study demonstrates the power of human-centric messaging in the crypto security space. The key was understanding that people buy security products for peace of mind, not technical specifications.
Interested in learning more about brand strategy and content creation for crypto companies? Get in touch to discuss how we can apply these principles to your project.