Wirex: Rebranding & New Narrative for the R&D Center of The British Fintech Company
6M+ users. Zero narrative coherence. I built a GTM and brand strategy for Wirex R&D that pulled together the crypto market, B2B product dynamics, and the human layer most rebrands skip.
Brand Strategy, Team Management, Corporate Social Responsibility Program, Content Marketing, Ambassador Program
I built a GTM and brand strategy for Wirex R&D that pulled together the crypto market, B2B product dynamics, and the human layer most rebrands skip.
I conducted thorough research into the company’s internal processes and held in-depth interviews with C-level executives, users, and team members.
Based on these insights, I crafted a compelling Value Proposition that highlights the company’s technological edge.
While Wirex was previously positioned as a crypto-friendly fintech platform, the rebrand marked a strategic shift toward creating a DeFi+CeFi product ecosystem with the ambition to lead in the Web3 space.
What I achieved:
- Repositioned the narrative for crypto-native and mainstream audiences across Europe
- Rebranded the R&D center with 300 employees
- Communication and PR Strategies which led to articles in major European media and blog platforms (Finextra, Sifted, DOU, Just Geek IT, Hackernoon)
- Supported partnerships with Polygon, Avalanche, 1Inch, and others by publishing news in crypto & tech media
- Managed a Corporate Social Responsibility program through collaboration with charity foundations (monthly donations in crypto)
- Improved the company's online reputation by 20% through collaboration with SMM/SEO/SERM agencies
- Initiated special projects in tech media about the mission and corporate culture at Wirex
- Created 20+ pieces of content for the CTO's personal brand pages + initiated photo sessions for key members of the team