Case study · Brand & web discovery
Positioning a crypto-payments infrastructure company
Maplezo builds payment-acceptance and fiat-to-crypto infrastructure for online platforms. Before the new website could be designed, someone had to define what the brand actually says — that was our job.
The challenge
Complex product, undefined story
Payments infrastructure is a trust business sold to businesses — and the story was living in the founders’ heads. The company needed its positioning, audience and brand rules extracted, structured and written down before a single page could be designed.
What we did
Discovery that turns founders’ heads into documents
- Company & positioning brief — separated the business story from the product story.
- Client discovery questionnaires — EN and RU, covering funnel, target audience, competitors and site data.
- Brand Code — mission, vision, USP and audience segmentation in one working document.
- Design preferences brief — logo, font and colour direction for the design team.
- Website-redesign scoping — the foundation for a conversion-focused B2B site.
The result
A brand foundation the build can stand on
Maplezo’s positioning, audience and brand rules now live in documents the whole team can execute against — the groundwork for the site redesign and design system.
Fintech with an untold story?
Discovery, positioning and brand code — before the design, so the design works.