Launching the world’s lightest blockchain

Weighing in at a mere 22kb and infinitely smaller than any other existing chain, the protocol’s consistently small size makes it possible for anyone with a smartphone to run a node and participate.

A distinct and meaningful name was the spark for this rebrand.

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A friendly name and a nod to minimalism, Mina distinguishes itself from the more sci-fi and masculine competition.

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Mina carries positive connotations around the globe—from Egypt, where the name means ‘steadfast,’ to Japan where it means ‘for all.’

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The outlined wordmark itself is light and spacious, marrying straight, technical lines with curving, organic ones.

We conducted interviews with investors, advisors, technically sophisticated node operators and developers to guide Mina’s site UX and content strategy ahead of its token launch.

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We designed a globally intuitive and comprehensive web experience that balances Mina’s core positioning with the mechanics of how users can get started.

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UME authored all copy and content for the site, including packaging current and future use cases.

Mina’s ICO was wildly successful—it sold out in four hours after 375,000 users registered to participate, and raised $18.75M.

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Our positioning guided Mina for over 3 years, during which its team size grew by 3x and its community by 10x.

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The community put Mina’s values into action via its Genesis Token Program, which pairs users new to node operations with experienced Technical Ambassadors.

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We continued our partnership by creating a compelling brand and governance framework for the Mina Foundation.