Originally published in Little Black Book

Rally, a platform for creators and their communities to build their own independent digital economies, tapped digital-first creative agency Code and Theory to launch a new website that would reflect the brand founded on an emerging technology, and a new brand identity in partnership with ACE Content.

Code and Theory sought to educate and inform visitors about the Rally brand, creators and suite of offerings, encourage users to take actions relevant to them, such as buying coins or becoming creators, and support and deliver value to users pre- and post-conversion through content and features.

In developing the new website, the agency focused on the platform’s core audiences: prospective creators (anyone with a strong digital presence – YouTubers, TikTokers, Instagram influencers, gamers, artists, brand), their communities, creator fans, and crypto-enthusiasts.

The agency was responsible for meeting organisational goals that would increase the public profile and equity for Rally, allow Rally to be the platform that creators gravitate to in order to grow their business and brand, and select a technical platform that could grow and scale with the ambitions of the platform.

Throughout the new website, Code and Theory:

• Updated the creator coin pages to more clearly feature the value propositions for fans when adopting their favorite creator’s coin
• Developed a new article hub that includes inspirational and educational case studies of creators on the platform to help guide creators as they launch and grow their economies and to help fans to better understand how to engage
• Launched a new landing page for featured third-party developers that allows creators to explore the vibrant ecosystem of developers that are creating businesses on and around Rally.

Rally’s new flexible brand identity, led by ACE allows creators to take the guidelines and apply it wherever and however they engage with their fans.

ACE sought to translate Rally's proposition into a cohesive narrative that would inspire and energise creative communities built off the insight that creative communities deserve more of what they create. So they developed ‘Crypto for Creative Communities,’ a flexible design system that features the breadth and depth of creators and their communities within the brand identity itself, while providing iconic flourishes that evoke a freshly minted coin.

It provides structure and consistency while allowing for the community to take the brand and adapt it in a decentralised fashion.