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01 — THE BRIEF

Arch had built something genuinely new: programmability for Bitcoin. But generic branding and undefined positioning left them miscategorised in a busy market. Through three positioning territories and five creative directions, we landed on a single answer: Arch isn't an L2 or a sidechain, it's a programmability layer that expands what Bitcoin can do while preserving what makes it worth building on.

76.8K
total interactions
3.4M
impressions
100K+
manifesto signers
TESTIMONIAL
Every successful project needs a great team: special shout out to the great folks at hype for making our launch a success!
Nick Four, CMO
Seamless geometric pattern of overlapping diamond shapes in light purple on a dark purple background.
Presentation slide stating that Arch transforms Bitcoin from 'digital gold' into sound money for the future with a large 89% statistic on a peach background, silhouetted people in a dark room watching.
Title slide of Bitcoin RWA Builders 2025 report prepared by Arch Network on a purple background with a geometric pattern and logo.
Abstract design with a thick orange curved line on a light beige background.
Overhead view of people crossing a street at a busy crosswalk with text 'RWAs on Bitcoin' on an orange background.
Upward view of tall skyscrapers with a clear blue sky in the center.
Hand holding an orange card with the Arch Network logo on a blue and purple background with text 'Earn Real Yield with Arch'.
Four symmetrical star-shaped patterns made of white lines on an orange background arranged in a square grid.
Abstract geometric design with overlapping blue and purple shapes creating a curved pattern.
Bitcoin symbol connected by a winding path to a red square with upward arrows and a rising bar chart.
02 — The manifesto campaign
A founder-voiced manifesto with a Bitcoin wallet signing mechanism, sequenced across partners, KOLs, and ecosystem accounts turning the campaign into a flywheel that reached well beyond Arch's own audience.
A manifesto titled 'Make Real Bitcoin, Real Productive' describing a commitment to building a permissionless Bitcoin-first financial system, highlighting programmable Bitcoin at scale, enabling DeFi with native BTC collateral, and introducing a Bitcoin-backed asset aBTC. It includes a call to sign up for Arch It and a timeline with phases: Bitcoin Inception, Testnet Launch, Arch It Movement, Community Raise, and Mainnet Launch.
05 — SCOPE
STRATEGY
CREATIVE
COMMUNITY
SOCIAL
NEXT CASE · 08
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