The Iconic Brand

Iconic Holding, a blockchain accelerator aiming to transition into an asset management firm, faced the challenge of re-positioning its brand to be perceived as an expert in investment without losing its existing brand recognition. To address this, a brand family was developed under a unified parent brand, restructuring the company from a startup to an ecosystem. This shift was supported by strategic B2B marketing to expand the audience, targeting high-net-worth individuals as potential clients for the asset management division. The newly created brand successfully attracted investment within just a few months of its launch.

The Challenge

Iconiq Lab wanted to transition from being a blockchain accelerator to an asset management firm. However, the existing brand was not yet perceived as an authority in the investment space. The challenge was to re-position the company without losing the recognition it had built, while expanding the audience to attract high-net-worth individuals.

The Solution

Creating a brand family under one cohesive parent brand, which allowed the company to shift its positioning from a startup to an investment ecosystem. Using strategic B2B marketing, we expanded the audience and attracted new clients to the asset management business. Within months of launch, the new brand secured investment.

Building a Brand Family

The Process

• Conducted a brand workshop with company stakeholders to define the vision, brand attributes, and audiences for the parent brand and its sub-brands.

• Performed exploratory research into the investment industry, blockchain technology, competitors, and best practices to inform our strategy.• Developed a comprehensive branding strategy, including audience segmentation, positioning, and a clear brand statement to re-position Iconic Holding as an investment leader.

• Led the design and development of the new brand identity, including logos, typography, and colour palettes for both the parent and sub-brands.

• Built multiple WordPress websites for the new brands, handling everything from content layout and editing to design and implementation.

• Designed a full suite of marketing materials, including presentations, brochures, social media banners, event signage, and corporate stationery to ensure a unified brand presence across all media.

The Impact
The new branding successfully positioned Iconic Holding as a key player in the crypto investment space. Iconic Funds attracted investment shortly after its inception, even before any products had officially launched. The brand strategy allowed Iconic Holding to transition seamlessly from a blockchain accelerator to a respected asset management firm, broadening its audience and establishing a strong, unified brand presence.

Iconic Lab - The Accelerator