Paragon
The Challenge
Paragon was a new player in Web3 aiming to shift the paradigm of NFTs from limited access digital assets to phygital goods that encourage participation in the new internet. Their proprietary technology provided users, experienced and new alike, ways to finance NFTs. So holders could generate new value and new users didn’t have to pay a small fortune to experience something new. Paragon’s technology gave them the possibility for too many use cases, and like many groundbreaking technologies, they were a solution in search of the right problem.
The Solution
Paragon needed a clear GTM strategy and a brand that galvanized their community behind a singular message. To do that, we indentified their first best customer, defined their signature use case in-market, and crafted a unique value proposition. By getting clear on why they exist and what they provided, we were able to help Paragon advance to the next phase of growth and drive new behaviors for how people interact with NFTs.
We landed on “NFT Experience Platform”
as a frame in-market for its accurate projection of what Paragon uniquely
delivers—better experiences for like-minded communities, not just transactions.
My Role
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Led target audience research through qualitative and quantitative research
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Prioritized the primary and secondary use-cases for target audience
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Developed the value proposition that served as an internal decision-making filter for how Paragon can innovate and surpass their competitors in the NFT market over time
The Impact
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Gained 17.5K followers in 12 months
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Minted the Riftwalkers, a 10k PFP Collection that immediately hit #1 on all the major marketplaces
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Sold 3000 generated NFTs on the marketplace of the world's largest exchange Binance
“Proto changed the game for Paragon. In a space that’s both new and complex, Proto guided us toward a brand system that is clear, exciting, and most importantly—differentiated from everything out there.”
- Paragon CEO
