SELECTED WORK / NOLUS PROTOCOL
Introducing an unfamiliar DeFi concept in a market struggling with trust.
An unfamiliar product in a sceptical market needed more than a launch announcement. The task was to explain the problem, make the proposition understandable, and find credible routes into the right communities.
MY ROLE
Lead Marketer, via Hype Partners
PERIOD
2022–2023
MY CONTRIBUTION
Go-to-market strategy, positioning, product education, partnerships, and media outreach
REPORTED PROJECT OUTCOMES
8
Major crypto media placements reported
15+
Ecosystem features reported
01 / CHALLENGE
Explain something new when trust is scarce
Nolus was developing DeFi Lease, a decentralised lending product within the Cosmos ecosystem. The surrounding crypto market was dealing with heightened scepticism following major industry failures.
I led marketing work through Hype Partners. The challenge was to make an unfamiliar financial product understandable while building awareness and pre-launch community engagement in that environment.
02 / STRATEGY
Start with a specific position
The approach used a distinct Cosmos-native position and explained the underlying problem before introducing the product. That gave the communication a concrete starting point beyond broad claims about innovation.
Educational threads, technical explainers, comparison content, community discussion, and product education helped address different levels of familiarity. The communication needed to meet people where they were.
03 / EXECUTION
Give different audiences a way in
The strategy included three differentiated social communication identities. NolusIntern focused on accessible, beginner-friendly education; NolusOrganum addressed more technical and detailed product communication; NolusVoice focused on community dialogue and ecosystem conversation.
The purpose was audience segmentation: make the explanation useful to someone encountering the idea for the first time while retaining depth for a more technically informed audience.
04 / EXECUTION & OUTCOME
Use the ecosystem as a distribution route
Partnership and distribution work involved relevant ecosystem participants, educators, validators, and community voices. These were opportunities to put product education into conversations people were already following.
Media outreach used company announcements and product differentiation to develop interest. The reported campaign outcomes include eight major crypto media placements and more than 15 ecosystem features.
05 / EVIDENCE & ATTRIBUTION
Keep awareness separate from adoption
The media and ecosystem figures are self-reported in my professional materials. Underlying analytics are no longer available, so this case study does not publish unsupported follower, engagement, or impression statistics.
A placement or feature demonstrates distribution, not adoption, revenue, or product-market fit. Press-release syndication also needs to be distinguished from independently reported editorial coverage.
06 / REFLECTION
Understanding is part of the growth problem
When people are unfamiliar with a product category, the first useful conversion may be understanding what problem the product addresses. Positioning, education, trust, and relevant distribution help create the conditions for a better-informed decision.
This work shows how those parts can be developed together, while keeping awareness outcomes separate from later product and business results.
A CONVERSATION CAN CHANGE WHAT COMES NEXT
What could
we grow next?
I’m always interested in conversations with ambitious teams building products and looking for smarter ways to grow.