We started by defining what HEMI actually was. The technology was sophisticated, but the story was scattered. We built a strategic foundation positioning HEMI as the Bitcoin yield engine built on transparency and institutional-grade infrastructure. From there, we created a Tone of Voice system that stripped away crypto hype and spoke the language institutions understand: short, clear, credible.



With positioning locked, we evolved the visual identity to match. We introduced institutional-grade design language across illustrations, diagrams, and motion. The new system rolled out across every channel on 24 November. 



The product narrative came next. We reframed hemiBTC not as another wrapped Bitcoin token, but as the first step toward productive Bitcoin. We built messaging flows that moved audiences from curiosity to conviction: teaser, announcement, launch, education. Each flow articulated different angles: user value, institutional credibility, technical differentiation.

The website became the center of gravity. We redesigned and rebuilt everything in Framer with new information 

architecture, full responsiveness, and custom interactive components. New pages for product, institutions, developers, token, and about carried the narrative forward with clarity and precision. For launch, we designed a seven-day campaign arc from 1-7 December. Seventeen carefully sequenced beats built momentum toward the "Product Out Now" hero moment, supported by multi-day education and anchored by the flagship BTC Yield Report.

Finally, we activated partners. Co-branded assets, coordinated launch content, an AMA with Max and key partners, and shared messaging aligned everyone behind a single narrative. The result was a launch that felt inevitable, not forced.