2022 - 2023
Tech | Web3 | Events
Agency: Catchy Agency
Roles: Strategist / Producer

The popular layer-1 blockchain, Algorand, needed to grow their developer ecosystem and strengthen their foundation. In an era of over-saturation in the Web3 market, they faced difficulties in awareness, user-adoption, and sustained engagement post initial action. They needed to develop a top of funnel engagement opportunity to plug developers directly into their ecosystem and get them connected with opportunities to make an impact.

Situation

the developer greenhouse

After analysis of the existing developer spaces in the Web3 world we noticed the trend of spaces going for louder, brighter in an effort to capture attention, our team saw an opportunity to counter the noise and center a space of cultivation and growth aimed at nurturing developer skills.

The Developer Greenhouse identity was formed as a community hub for all things in the Algorand developer space.

Partner with Algorand to take the newly developed visual identity to the global stage and build brand affinity through a series of events, developer houses, and hackathons. Help build these events and build necessary toolkits to run these events across the web3 network.

Opportunity

Bringing the greenhouse to life

The Catchy team worked to understand the Web3 landscape and understand the key events necessary to roll out this new brand direction. We identified four key locations to introduce the Greenhouse with additional locations to maintain engagement. I worked closely directly with the Algorand team to understand their needs for the events, develop necessary playbooks to run the events which included run of show and content strategy leading up to the events, worked with their event partners, and managed development/ created necessary creative to support.

KEY LOCATIONS FOR LAUNCH