The Interchain Foundation is part of a complex, multi-pronged organization, within an even more complex decentralized ecosystem. Simply put, in 2021 they faced an identity crisis. Various sub-organization and initiatives needed to be unified by an overarching brand narrative and vision. Through a process of stakeholder engagement and workshop, we produced a complete messaging framework for the organization. This then led to Applied Art’s copy development for the organization’s refreshed website and the production of executional communications guidelines.