"Geletka+ helped us move at the speed of the crypto market without losing sight of strategy. They helped us reintroduce Kadena to a more sophisticated audience with confidence. Their team became an extension of ours and the impact was immediate."

Mike Herron, Chief Marketing Officer

Approach

Kadena needed more than a new look and better messaging. They needed a partner who could move quickly, embed deep, and turn complex ideas into something people could actually understand. We worked across strategy, creative, media, and platform execution to clarify the brand and connect with multiple audiences with targeted messaging.

More importantly, we worked hand in hand with Kadena every step of the way. We partnered closely with their marketing, creative, technology, and leadership teams in countless working sessions and many, many shared Figma files.

Immersive Research

We embedded ourselves inside the crypto community, following the discourse on X, joining Telegram and Discord channels, running surveys, and connecting directly with developers and investors to decode the needs of a rapidly shifting audience.

Brand Refresh

Having immersed ourselves in the business, we developed a new logo, design system and brand story to better position Kadena in the hypercompetitive blockchain market. But that was just the beginning.

Before long, Kadena shifted its business strategy to focus on B2B audiences, and the still-new brand needed to keep pace. With the new audience in mind, we refreshed the brand identity, taking care to create a sense of continuity with the core visual elements.

Website Design and Development

The rebrand debuted with the launch of a new website we designed and developed. And, when the business pivoted to B2B, we redesigned and rebuilt the site around enterprise messaging, new user flows, and a more focused content structure. The website has continued to evolve, now built to serve multiple distinct audiences and user flows.

Go-to-Market Planning

Kadena's shifting business strategy necessitated a fundamentally different approach to marketing — one combining traditional, digital, and blockchain native elements. We brought it all together with a flexible GTM framework that aligned brand, content, and growth strategies, with messaging and creative tailored to each channel.

Paid Media Strategy and Execution

Following our GTM plan, we developed and implemented a paid media plan across traditional digital platforms and emerging crypto-native channels like Telegram and Reddit. Reaching the right audiences meant showing up where they live — and adapting quickly to the pace and tone of each space.

Welcome to Layer H

The first rebrand we executed for Kadena was based on the concept of Layer H: the Human Layer. In the blockchain world, there are what are known as Layer 1 and Layer 2 blockchains. Kadena is a Layer 1 blockchain that scales like a Layer 2 — but without the usual drawbacks associated with either. Kadena transcends current blockchain limitations, providing a path to progress for all of humanity. Thus, the Human Layer.

We imagined Layer H as a city sitting on top of traditional Layer 1 and Layer 2 blockchains. We carried the concept of Layer H throughout the website, as well as other brand and marketing materials.