Market Research
Brand Strategy
Visual Identity
Website
Strategic Roadmapping
Leadership Development
Ways of Working
Adam Delehanty
Eve Smith Davies
Hilly Charrington
Jee Chang
Jen Lu
Jessi Brattengeier
Madeleine Lowenthal
Narin Kietikul
Shanley Knox Harruthoonyan
The successful launch of Mina Protocol, the world’s lightest blockchain, meant that Mina now had a much larger community—and many more resources—to manage.
Many successful blockchains utilize non-profit foundations as part of their governance structure. They typically allocate resources, maintain technical functionality and network security, and support the community.
UME and Mina teamed up again to establish Mina’s own foundation: defining the purpose, function and role that the Foundation plays in the broader Mina ecosystem, and setting principles for how the Foundation shows up in the world.
We adapted the Mina brand for a community-first, nonprofit environment.
We created a secondary brand for the Foundation as a visual manifestation of those values, adapting Mina Protocol’s look and feel into a more naturally occurring, human-drawn identity.
We incorporated a distinct illustration style to add optimism, a sense of community interaction, and hands-on collaboration.
Running a rapidly growing decentralized organization requires uber-consistent communication and collaboration.
We created the infrastructure for Mina employees and community members to work better together.
We developed Mina-specific operating principles and a governance framework to facilitate decision-making and how resources are allocated across the community.
Post-launch, Mina was no longer a nimble R&D project—it needed to adjust its ways of working to better support a team that had tripled in size.
We developed open-source toolkits for working more efficiently, and an intranet hub for all members of the Mina community to access them.
Finally, we needed to share what we’d developed with the full Mina community.
We aligned the leadership team around an 18-month plan that’s both clarifying for the Foundation community and adaptable to a shifting web3 landscape.
They showed us how to name our collective pain points, bring our values to life, and use them as a tool to remedy and elevate our team dynamics. It was brilliant.”
Head of People,
Mina Foundation
