01 / The challenge
A new category needs more than a new logo.
nGRND needed one clear story that could work across investors, partners and the public without flattening the complexity of the proposition.
The original challenge was structural. Value proposition, investor narrative, product mechanics, brand imagery, websites, social content and acquisition had to reinforce one another. Building them as separate deliverables would have created separate versions of the truth.
Foundry worked from the proposition outwards. We shaped the core story first, then translated it into the surfaces people would actually encounter: web, presentation, campaign, imagery, search and email.
Not a collection of assets. One commercial story, expressed everywhere.
