Lace
Web3 Wallet

Product Launch & Digital Growth Strategy

Lace is a high-performance Web3 platform designed to simplify the management of digital assets, NFTs, and DeFi services. As the Director of Marketing & Creative, I oversaw the brand evolution and digital strategy, focusing on transitioning Lace from a technical wallet into a "lifestyle" platform accessible to a global, non-technical audience.

The Strategy

I provided strategic oversight and final sign-off for the end-to-end brand identity, website architecture, and social media framework.

The primary objective was to drive the adoption of the Lace Chrome extension. By streamlining the messaging and refining the UX copy, my team created a frictionless onboarding journey that positioned Lace as the premier gateway to the Web3 ecosystem.

The Impact

• User Acquisition: Directed the website launch strategy that served as the primary driver for Chrome extension downloads and active user growth.

• Brand Evolvement and Consistency: Ensured 100% alignment across all digital touchpoints, from social content to the app interface, resulting in a cohesive and trusted user experience.

• Engagement Uplift: Led the "Social First" content strategy, which humanised the product and significantly increased community sentiment and DApp interaction.

• Market Positioning: Successfully positioned Lace as a "security-first" but "user-friendly" platform, bridging the gap between sophisticated DeFi users and Web3 newcomers.

Executive Deliverables

• Brand & Creative Direction: Final sign-off on visual identity and brand guidelines to ensure market differentiation.

• Web Architecture: Oversight of the digital home for Lace, optimised for extension downloads and user education.

• Content & Copywriting: Refinement of the "Lace Voice" across the website and social channels to ensure clarity and accessibility.

• Social Ecosystem: Strategic leadership of social pillars and community growth initiatives.