MPCH + Fraction
When I first joined MPCH Labs, my main role was to sculpt their brand and lead the dev team in fast-tracking the development of their non-custodial crypto wallet under the title of Experience Director. Not long after, I found myself stepping up as the CMO, overseeing everything from fundraising to launch strategy. This project was immense, and I'm profoundly thankful for everything I learned about the super interesting subject of multi-party-computation and cryptography.
Building Brands: MPCH Labs, Fraction & MPC6
My time at MPCH Labs began with the monumental task of shaping not just one, but three distinct brands. Crafting the identity of even one brand can be daunting. Yet, with a hands-on approach and a single amazing designer, I managed to unveil three that were universally applauded by our team, potential clients, and influential voices in our industry.
Narrative & Positioning
Communicating the nuances of multi-party computation and cryptographic engines is no simple feat. The folks who truly get it typically have PhDs in the field. So, conveying the unique features of Fraction and its MPC engine was a challenge. Despite that, I think we did a good job simplifying complex technical terminology into simple to understand end-user benefits in plain English. I'm especially proud of introducing the term 'MPC6'. It elevated our 'MPC' technology, similar to what 'HD' and '4K' do for monitors and TV’s. While the intricate details might be elusive, 'MPC6' instinctively feels advanced compared to plain 'MPC'. I believe our brand managed to stand apart from the ocean of tech companies that doubled down on techno jargon.
Go-to-market & Beyond
With our branding solidified, the next step was plotting Fraction’s market entry. Start-ups often see shifting timelines, but flexibility is key. My mantra? Be always prepared. While our exceptional engineers and cryptographers finetuned our intricate product, I maximized our available resources. Highlighting our stellar team, founders, and our impressive series A funding of over $40M which became our narrative. Together with my internal team of 3 and the amazing people at Melrose PR, we made sure our story reached nearly 500M people, and our team had constant presence in trade media.