Services

Market Research
Product Strategy
Visual identity
Website
Global Rollout
Thought Leadership

Project Team

Anagha Narayanan
Ashley Maguire
Christie Ha
Eve Smith Davies
Jee Chang 
Rachel Flahive
Sneha Sankar

Transforming a niche project into a mainstream solution

The ask

Relaunch a crypto R&D project as a B2B(2C) storage product

After 10 years of R&D, the Sia team was ready to launch their first major upgrade: bringing their blockchain-powered decentralized cloud storage technology to mainstream users for the first time.
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Sia’s technical and marketing leaders partnered with UME to elevate their brand positioning, messaging, and presence ahead of the upgrade.
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The goal: a crystal-clear articulation of their offering and long-term vision, to appeal to crypto natives and privacy-focused developers, as well as more gen-pop users.

The Strategy

Reframe data privacy as personal safety

Though Sia is the only provider of truly decentralized data storage, the term ‘decentralization’ no longer served as a differentiator. It had been overused (and misused) in web3 spaces and had confused many audiences.

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Sia needed to elevate its unique value and show up as a reliable, principled, and accessible platform for forward-thinking developers, enterprises and individuals.

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UME saw an opportunity for Sia to stand for safety – offering clarity and confidence by showing how Sia uses its decentralized design to safely store data at the molecular level.

UME designed, developed, and refreshed all site content for Sia’s new website (a critical entry point for both data renters and hosters).

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We also translated Sia's brand pillars and product benefits into a go-forward thought leadership and content framework.

UME shares a key belief with Sia: you don’t need to compromise on technical integrity to create an accessible brand.

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We embedded with Sia’s vibrant developer community to stress-test our strategy and tech explainers with its most discerning users.

The Impact

Renewed interest in a 10-year-old brand

UME facilitated the global brand rollout for employees and developer community members – critical to getting buy-in on the purpose and power of the new brand.

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Following the site relaunch, bounce rates dropped dramatically and social engagement rates grew exponentially for privacy KOLs and devs alike.

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We continued our collaboration with Sia’s guiding body, Sia Foundation – developing an independent yet connected brand for the Foundation and aligning leaders around new ways of working for Sia’s next era.

“UME completely changed  my mind about working with agencies.

Their processes are airtight: from in-depth mixed methods research to initial concepting and refinement.
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UME not only delivered a brand strategy and ID that resonated with our org today, but also gave us big shoes for the future that we are emboldened to step into.
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UME are marketers for marketers: a masterful, caring, and meticulous team truly tackling some of the most difficult marketing challenges within emerging technology.”

Nicole Tay

Head of Growth,
Sia Foundation

Services

Project Team

Transforming a niche project into a mainstream solution

Relaunch a crypto R&D project as a B2B(2C) storage product

Reframe data privacy as personal safety

Renewed interest in a 10-year-old brand

“UME completely changed  my mind about working with agencies.

Ready to launch? Let’s connect.

Certified M/WBE

Services

Project Team

Transforming a niche project into a mainstream solution

Relaunch a crypto R&D project as a B2B(2C) storage product

Reframe data privacy as personal safety

Renewed interest in a 10-year-old brand

“UME completely changed my mind about working with agencies.

Sia Foundation

Aztec

Ready to launch? Let’s connect.

Certified M/WBE

“UME completely changed  my mind about working with agencies.